Faraway from the expected

HATCH Unveils Dynamic New Brand Identity for Nantucket Historical Association

'Faraway from the expected’ positions beloved 130-year-old organization
as gateway to island's hidden stories beyond whaling

Boston-based creative agency HATCH has unveiled a comprehensive brand refresh for the Nantucket Historical Association (NHA), transforming the 130-year-old organization's visual identity and broadening awareness to better reflect its extensive offerings of historic sites, island tours and year-round community programs.

The challenge facing NHA was one of overshadowed success. While its Whaling Museum ranks as Nantucket's #1 attraction on TripAdvisor, many visitors — and even longtime residents — were not connecting the rich portfolio of historic properties, educational programming and community events designed to bring the island's diverse history to life back to the parent organization itself, the Nantucket Historical Association.

The new brand identity centers on a custom typeface drawn directly from artifacts in NHA's own collections, creating an authentic connection to the organization's historical roots while feeling fresh and accessible to modern audiences. The redesigned NHA logo features three interconnected letters that symbolize the enduring connection between Nantucket's past, present and future.

A sophisticated color palette anchors the rebrand. Grey serves as the primary brand color — a tribute to Nantucket's nickname “The Grey Lady” — while supporting colors are inspired by the island's distinctive red brick buildings, weathered cobblestone streets and surrounding Atlantic Ocean.

Starting this week, the rebrand will be implemented across all NHA touchpoints, from signage and digital platforms to merchandise and marketing materials.