Bringing meaning and pride to “living local” in Worcester, MA.
- Brand Development
- Social Media Strategy
- Website Development
- Collateral Design
Worcester, MA’s, story is not unlike the story of many other American towns. It had a heyday back in the post-WWII era, went through tough economic times in the late 20th and early 21st centuries, and has been slowly reinventing itself over the last 10 years. So, when Roseland hired us to develop the brand for 145 Front at City Square, a new apartment community in the center of the revitalization of downtown Worcester, we knew that we had a challenge ahead of us.
Downtown Worcester doesn’t feel like a place that’s totally recovered yet. There are a lot of boarded-up windows, eerily empty streets, and a somewhat palpable tension amongst groups of people hanging out on corners or on steps. But, in spite of this, there is an exciting local energy, in the bars and restaurants on Shrewsbury Street, in the coffee shops, sports bars, and nightclubs of the Canal District, and in unique places throughout the city, like WooBerry and The Boynton. In each of these places were owners and customers that loved downtown Worcester, people who were committed to rebuilding the community. It was those people, those stories that became the heart of our brand.
It is a brand that celebrates the people and places that are making Worcester great and challenges new residents to join the community to make downtown Worcester a destination again.
To highlight what it means to live local, we wanted to instill some local pride. With custom content that spoke to what it means to be a local, from tips on Worcester’s pronunciation to highlighting local businesses and the people who run them, the campaign drove home what it means to be part of a community. We also launched a social media contest getting people to share their favorite parts of the city using coasters that posed the question, “What is Worcester to you?”