downtown lawrence

Located in a historic mill town along the Merrimack River, the city of Lawrence has a large and vibrant Latin American population. MassDevelopment came to us to create a campaign and identity to showcase the energy, businesses, and public art the Downtown area has to offer. 

We began with creating a campaign to engage English and Spanish speakers alike. Whether it’s “Yes Lawrence” or “See Lawrence,” the bold campaign identity invites visitors and residents to embrace everything the neighborhood has to offer.

Every visual element was designed to highlight the vibrancy of the community—from the bright color palette pulled from both Lawrence and Central American influences, to the bold typography, to the custom videography (shot by Lawrence local Kerm Vargas).

To represent Downtown Lawrence’s wide variety of options for dining, public art, music, shopping, and nightlife, we extended the campaign into messaging that encourages viewers to say “yes” to it all. No matter what you like—you can see it here! (Plus, as a nod to much of the community’s Latin heritage, we utilized typefaces from South American foundry Latinotype.)

A new website for the Downtown Lawrence Association provides a place for residents and visitors to discover all of the eateries, shops, attractions, and services throughout the district. An intro video provides a quick overview of what Downtown Lawrence is all about. To reflect the district’s day-to-night activation, after sunset the site’s theme colors switch to dark mode. Plus, site visitors can toggle between English or Spanish text. This easily-updatable website creates an ever-evolving and expanding resource to explore the best of Lawrence. 

downtownlawrence.org