With a surge of pandemic cases contributing to a not-surge in downtown foot traffic, Boise's once bustling, thriving scene was taking an unhealthy dip. Mitchell Palmer partnered with our friends at the Downtown Boise Association to help remind consumers and businesses of the unique allure in shopping, working and visiting downtown Boise. At the heart of the campaign are personal stories -- the inside (and upside) narratives of the people that make downtown a one-of-a-kind experience. We created the campaign thematic 'Upside Downtown' to convey both the positive and unexpected stories found within our business community, along with a newly imagined visual identity system, website, and social media push to pique interest. Each story is told through an editorial bend, highlighting the unique histories and motivations bringing each to choose Boise as their business home-base.