Tribeca Associates challenged us to develop a branding and marketing campaign that would transform 30 Broad, a neglected pre-war skyscraper in Lower Manhattan into an attractive commercial proposition for TAMI (tech, advertising, media and information) tenants.
Our strategic process outlined the need for a bold campaign to mirror the striking architectural renovations planned in the building. The strategy 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’.
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.
Easier. Better. Quicker