Beverly Crossing is an up-and-coming property development firm looking to breath new life into the Boston suburb of Beverly through a catalogue of modern, high quality properties.

As they approached the launch of their newest building, the hurdle they faced the same hurdle they’d run into before: how can we start to change longstanding perceptions about the Beverly area so potential renters begin seeing the community as a little less “north shore” and a bit more “uptown”?

We created a multi-faceted campaign that addressed these perceptions. We started by developing INSIDE 131, a creative concept that highlights the community's high-end amenities (think rooftop bar and a dedicated pet-washing station), proximity to culture and nature, and easy access to downtown Boston.

The final "Inside 131" campaign included a series of digital advertisements, a pre-lease microsite, building banners, and a worksite fence wrap that helped establish the building as a transformative space for the region.

Digital Ads