central square bid

Meet Me in Central

Central Square Business Improvement District (BID) reached out to us, looking to create a visually compelling campaign along Mass. Ave., the main street running through the district. Their goal was to promote the Square’s restaurants, farmer’s market, small businesses, and cultural institutions, and ultimately encourage people to reengage with the community after the Pandemic closures. The campaign, titled ‘Meet Me In Central, ’ brought about a rejuvenated Central Square, characterized by a revitalized and unified visual identity that mirrors its cultural diversity and inclusiveness. This instilled a sense of local pride and cultivated a welcoming neighborhood atmosphere, thus playing a pivotal role in sustaining the Square’s ongoing vibrancy and growth.

Creative Director (Art): Courtney Perti
Creative Director (Copy): Nina Berg
Photography: Jeffrey Dunn, Sam Williams, Geoffrey Baptiste, and Harry Scales

CHALLENGES FACED

As Central Square BID’s first campaign post-COVID shutdowns, they wanted a colorful splash that livened up the streets and enhanced Central Square’s unique character. They also wanted to feature as many local business owners, employees, and residents as possible in a show of support for what they had collectively endured over the past year.

SOLUTIONS DEVELOPED

We built the ‘Meet Me In Central’ campaign creative around the stories and photos of real people in the square, introducing a nice dichotomy between historic and current photos with the use of contextual captions where possible. Pole banner and big belly graphics were designed and placed around the district, ensuring business owners and residents were featured near their places of work or leisure. To achieve maximum representation, we also established a typographic system that allowed us to feature all of the local businesses by category.