The vintage type can still be seen on public works, EMS, and police vehicle all over the city. The typeface has become an icon in Boston but needed some spicing up. Using the retro typeface as inspiration, we created a custom lettering that was used on City Hall Plaza and around the city.
We encouraged people to explore Boston and "see for yourself why it's the perfect stop for your next adventure. Enjoy traveling the historic Freedom Trail, an assortment of free outdoor events, beautiful beaches and more." Adding to the campaign, we encouraged people to share their summer moments on social media.