With historic roots as a US Naval Training Cente (NTC) and central location, Liberty Station was poised to become San Diego’s new town square, offering a thoughtful mix of shops, dining, and entertaining experiences. However, people weren’t used to entering the old base thus, a lack of foot traffic was becoming an issue and needed to be addressed.
In a hyper-connected urbanized world, San Diegans were looking for a way to authentically connect in the community around the things that they care about most.
We created a unique brand strategy and story that positioned Liberty Station as San Diego’s town square—a hub that transformed our large city into a village, a place where people can share memories and enjoy making new ones, together. We crafted a mobile-first digital experience to match the ‘on-the-go’ mentality of the user. Gamification cues encourage users to explore via location-based districts just like you would find in a real-life village. The website not only helped people learn about the thoughtful mix of shops, dining, and entertaining experiences, but it also gave the community a way to discover the wealth of events, classes, and activities they could participate in with their family and friends.