Develop a believable, engaging identity for the transformative mixed-use development of Quincy, Massachusetts. Quincy and its bright future suffered from an identity crisis. The $1.6 billion overhaul was met with skepticism and an attitude of “why Quincy?” A clear, concise vision did not exist. SOLUTION
Develop a comprehensive social movement based on research and the indisputable facts about Quincy and its history. Engage the entire community and give Boston and the Northeastern retail and office corridor a wake-up call. Use bold and evocative words, images, sounds, and illustration. Create a memorable rallying cry: Quincy. It’s Time. RESULT
Core investors are signed as partners. The community is engaged. Phase 1 has broken ground.