East End Watertown
Make nowhere somewhere cool
Boylston Properties, a Boston-based real estate developer, needed a way to showcase and promote the East End of Watertown as it began development of several mixed-use properties in the area.
By building a very cool, accessible, mobile-first website as a destination for all things East End—covering culture, real estate, businesses, retail shopping, restaurants and natural attractions that make up the community—Fresh created not only the entire brand identity but also a sense of place and community that was currently missing for users searching for more information on the area.
The East End of Watertown website—built on a flexible and easy-to-update content management system (CMS)—also connects to a developed social content strategy, to make sure targeted website visitors are engaged and active. Creating a content-based strategy and amplifying with a smart social and paid native ad strategy helped turn “nowhere” into some place cool—a destination drawing from the best of the neighboring cities’ urban culture and suburban convenience around it.
(Swipe to view devices)