Uplands, a master planned community in Puyallup, made its first out of home push into Tacoma with 150 checkerboard wheatpaste posters a month for three months.
How it happened, phase by phase.
Phase 01
Uplands is a master planned community in Puyallup, WA. It already had out of home placements near the community. This campaign was its first push into Tacoma itself.
The target was people who live in Tacoma, 25 and up, looking to buy a home and open to moving to Puyallup. Tourists were not the audience, so the crew stayed away from the waterfront, Point Defiance and the college blocks.
Phase 02
Two neighborhoods carried the run. Proctor District is one of Tacoma's most walkable, family oriented pockets, with local coffee shops, boutiques and a Saturday farmers market. Stadium District is historic and residential, at the edge of downtown with strong transit access.
The posters went on the main commercial corridors and kept clear of the blocks near the University of Puget Sound. There was no fixed list. Installers scouted on foot and picked the strongest walls in real time: visibility, foot traffic and surface condition decided every spot.
Phase 03
Uplands supplied 10 poster designs, built in pairs. One half carries UPL, the other carries ANDS, so two posters side by side spell the name.
Two layouts were mocked up. The client picked the checkerboard: the pair alternates across and down every wall, so the word reads forward on one row and splits on the next. The same pattern ran across the whole installation.
Phase 04
Round one went live September 1, on schedule: 150 posters at 24x36. The install photos run from late afternoon into the night that same day, on boarded storefronts, painted brick and plywood across the city.
Round two went up October 1 and the photos went to the client. Round three is the final round, and the installer will scout new spots for it.
One property owner asked for the posters to come down from one wall. The crew handled it directly and fast, and that conversation is now about turning the wall into a permitted mural wall.
Phase 05
Every placement was photographed with geotagged, time stamped photos, and the client got a placement map for each round.
Every dot is a spot the crew photographed, across these areas:
The client
Uplands is a new-home community in South Hill, Puyallup, Washington, developed by Tarragon, with homes by Century Communities, Lennar and Richmond American.
uplandscommunity.comAgency
A San Diego marketing and advertising agency that specializes in real estate.
hearthagency.comAgency
A tight audience and the discipline to skip the tourist blocks. Walls chosen on the ground instead of from a list. And a checkerboard that turns ten posters into one loud word on every wall.
Tap what fits, add a city, send. Ranges are fine; we firm it up together.