We were engaged to create a new branding, positioning and full marketing program to support the leasing of an existing eight-story former warehouse structure and a new eight-story, glass-wrapped addition.
The combination of vastly different spaces targeting distinct tenants for the base and tower floors posed a unique marketing challenge for ownership, architects and marketing firm alike.
With a nod to the historical context of the building and its modern synthesis, we developed the Visibly Different positioning theme that recognized the extensive physical transformation of the property, the vision of ownership, and the expansive views from the new tower floors.
To introduce and support the repositioning we created an intriguing building logo reflective of the conjoining of the existing and new floors, an innovative web site featuring an interactive stacking plan and a coordinated retail leasing campaign; collateral materials (brochure, e-flyers) and an advertising campaign.
An eye-catching sidewalk bridge reinforced the branding and repositioning and called attention to the property during construction.
Two distinct marketing suites – one in the base and one in the tower, each featuring a variety of production techniques (wall and floor graphics, floor plan displays) and innovative technology – served as the focal point for a broker reception that we developed and orchestrated.
The building is a home run for our client and is fully leased to a world-class roster of office and retail tenants.