BLACKSTONE 229 W 43rd St., NY
- When Blackstone purchased the old New York Times building they knew they had something special on their hands. A French Chalet in midtown Manhattan with comparatively enormous spaces and classic details, we opted for a cheekier, bolder approach to real estate leasing.
- The first step was to develop an identify for the building. The naming study affirmed that the brokers would never use any other name than the address of the building and that we should attempt to modernize the building with the mark and colors.
- A very simple print piece was also developed for brokers to walk the building with and offer as a takeaway for potential tenants.
- Inspired by Direct TV’s little giraffes, we opted to go the other direction in terms of scale to explain our extravagantly high ceilings.
- Playing up the sexiness of a French chalet we also chose to personify the building as an available woman in town to speak to the predominantly male brokerage community.
- Playing to the competitive nature of the NYC media community (our target audience) we also needed some bold statements touting the newly created terraces around the building, asking potential tenants to step outside their workday with us for a moment.
- Finally, a tip-of-the-cap to the history of the New York Times as a vehicle for print and the branding opportunity at the top of the building.
EQUITY OFFICE Digital Portfolio, BOSTON
- Equity Office was having a difficult time managing information related to their buildings on third party web repositories. They felt this was detracting from their effectiveness and ultimately their bottom line. Their charge was to simplify the leasing process by offering their entire portfolio to the public and making sure any building was accessible in two clicks. Tired of extensive bodies of text that no one reads, we opted for a visually driven solution.
- We also made an iPad version complete with real-time mapping to browse assets, parking, restaurants and entertainment in the area. This ended up being the perfect tool for the required agility in the leasing game as brokers could walk the city with potential tenants and have all the information at their fingertips.
- Here are some examples of the seasonally themed e-blast campaign to help drive traffic and create overall awareness of the new tool. The feedback and data gathered by this effort proved invaluable to focus our leasing efforts towards certain companies and market segments.
