In Somerville, creativity is boundless. An organically grown mecca for risk takers, creators, builders, out-of-the-box thinkers,  and explorers, its identity is born from its diversity. 

Where each building, each business and each being come together to create a strong collective identity that can’t be replicated. A united city of squares. A community built on individualism. Because after all It Takes All Shapes To Make a Square.

Somerville is known for its squares, however none are actually square. We thought this would be an interesting thread to pull on when paired with shape based imagery and the line – It takes all shapes to make a square.

The campaign was comprised of several shoots throughout the city. The focus was primarily on capturing naturally occurring shapes around the city which would later be grouped together in social media, out of home and digital ads.

Knowing that too much of the natural shape concept would be a bad thing, we also captured authentic scenes with the visitors, residents, and shop owners that make this microcosm what it is. This gave us flexibility to bend the campaign theme to represent not only “all shapes” but all businesses, all backgrounds, all visitors, all residents and so on.

In addition to out of home and digital advertising, the brand was also carried through to organic and paid social, shirts, patches, and window decals.

Every business in each square received its own customized version of the campaign logo to display in their windows.