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Liberty Station:
Ingraining a local landmark into the hearts and minds of San Diegans

Scope of work:
  • Brand Strategy

  • Brand Story

  • Copywriting

  • Website Design

  • Website Development

Problem:

Liberty Station was a well-known mixed-use historical site in San Diego, but it wasn’t a regularly visited destination by locals. Lack of foot traffic was becoming an issue and they desperately needed a way to drive interest and infuse some life to this iconic location.

 

Insight:

In this age of greater mobility and an overwhelming rise in digital communication, people are increasingly feeling detached and isolated. We need gathering places more than ever in order to feel connected to the places we live in as well as to each other.

 

Solution:

In order to combat the loneliness and isolation so many people experience, we positioned Liberty Station as San Diego’s town square — a gathering place that could transform a large city into a close-knit village. It’s not just a row of shops and restaurants; it’s a place where people can belong and create lasting memories. We crafted a mobile-first digital experience to match the ‘on-the-go’ mentality of the user. Gamification cues encouraged them to explore via location-based districts just like you would find in a real-life village. Since launch, Liberty Station has become a community hub for San Diegans young and old.

 

Results:

– 45% site traffic increase

– 1900% increase in SEO-driving webpages

– 35% foot traffic increase

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