30 Broad
Repositioning a commercial skyscraper
Client: Tribeca Associates
Shifting perceptions of a neglected building
Tribeca Associates challenged us to develop a real estate branding and marketing campaign that would transform 30 Broad, a pre-war skyscraper in Lower Manhattan into an attractive commercial proposition for TAMI (tech, advertising, media and information) tenants. Our strategic process targeted younger and newer brokers who could benefit from a quick and effortless lease for their tenants and themselves, which led us to position the product as ‘easy’.
- Branding
- Website
- Sales Centre
- Signage
- CGI Renderings
- Film Production
- Animation
Bold and brave alignment
The two notions of ‘bold’ and ‘easy’ were manifested through the look and feel of the brand, the simplicity of the copy and the types of delivery channel, which included an art installation in the rear lobby, an animated film and an easy-to-navigate website. This single-minded and focused strategy, enabled us to create a bold and exciting campaign that turned heads and sealed deals.
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