what does Boston mean to you?
Create a meaningful collaboration for New Era that represents Boston authentically, without relying on clichés or outsider narratives.
Together with Crown Legend, New Era turns the city into the creative director.
By asking people, “What does Boston mean to you?”, real voices shape the design of a new cap.
The final product is revealed through a video that shows how collective memory, identity, and personal stories can become design.
