Responses by GBH.London and Archive

Background: The Fenway is a testament to Boston’s original can-do mentality. An area that was once the underdog is now setting the beat for the city. The simple-to-use, mobile-friendly website showcases the best that the area has to offer—from the tastiest eats to the hottest venues. If you find yourself in town the motto remains: work hard by day and let your hair down by night.

Highlights: The Fenway identity tells it like it is—a bold, straight-talking, no-nonsense aesthetic that encompasses everything in the neighborhood is about. A changing “Big Button” provides no-brainer suggestions based on different needs, while a “Plan My Day” feature generates countless itineraries. Everything is then held together with a bespoke all-caps typeface that gives a nod to The Fenway’s rich, baseball heritage.

Challenges: Capturing the essence of an area and translating it into an online experience. Authenticity, simplicity, confidence and no BS helped to steer every decision toward a solution that is proud to speak in its own voice. The Fenway is about honesty, hard work and building communities to be inspired by.

Favorite details: As part of the creative process, we lived-in and experienced The Fenway to its fullest. Munching on Tasty Burgers and sinking Harpoons allowed us to create an experience that wasn’t just for users, but also a helpful tool for Bostonians to use daily. We took the rebellious Fenway spirit and applied that mentality throughout. Also, users won’t instantly notice any advertising as its styled in a way that blends in with the overall aesthetic.

Navigational structure: Our aim was to distill an overwhelming amount of information into an intuitive, mobile-friendly experience. A “Fenway Filter” removed everything that was unnecessary, making a site that is simple and easy to understand in both style and structure.

Anything new: The Fenway was the first time that we used Adobe XD as an end-to-end solution in the studio. From wireframes and prototypes, to artwork and developer hand-off, it managed to deliver on all fronts.