561 Windsor Street, or “The Hive”, is a collaborative arts space located in Somerville, just outside Boston, MA. Situated within the Boynton Yards district, The Hive functions as a hub for both science and art.

The original logo system applied the Boynton Yards corporate typography and style to this smaller, niche brand. In 2022, the Boynton Yards marketing team initiated a rebrand to better reflect The Hive’s vibrancy and creativity, and to more closely align its identity with the community it serves.

An additional objective was to move beyond stereotypical hexagonal logos, imagery such as bees and swarms, as well as traditional yellow palettes. The resulting visual identity is modern and refined, creating a cohesive bridge to the Boynton Yards brand while preserving The Hive’s distinct energy and community character.