We are excited to be working alongside Lambert Smith Hampton and Juniper Real Estate, on behalf of their investment client, to create a new identity for Abacus House and promote it to potential occupiers. Commercial property projects can require a wide range of marketing services and skillsets to bring them to market successfully, most of which we have in-house and all of which we can source.
Abacus House is a Grade A office building situated on the edge of Cambridge city centre. They have completed an extensive refurbishment and can now provide three floors of impressive and adaptable office space.
The brief was to create a corporate identity, website, and a full complement of marketing materials for the building, to build on existing awareness and drive new business enquiries.
The client wanted us to create a new brand identity that portrayed a modern and light feel that would reflect the recently refurbished and open office space. We started with the all-important strategy meeting; where we carefully select the correct approach, style, and tone for each of the elements in the marketing mix.
The brief encompassed a comprehensive promotional package. This included branding, a fully responsive website, advertising subjects, a digital brochure, a hard copy brochure, onsite and local photography, hoarding design and build and CGIs. External and internal CGIs were used whilst the refurbishment was underway, to demonstrate how the finished space and building exterior would look; while local photography showed off the benefits of the location, which boasts restaurants, bars, and shopping nearby.
When creating the logo, we wanted it to reflect the light, airy design of the refurbished building, especially its spacious and adaptable interiors, emphasising the inner space of the letters A and H without defining the outer edges helped to create an effective branding that we could then implement across all the promotional elements.
To ensure brand continuity across all marketing materials, we produced brand guidelines to enable consistency of image and the brand story.
The branding, CGIs, and photography were crucial elements in the design of the website. We designed and coded an engaging website that is fully responsive and updateable by the client. The navigation bar starts with information about the property, finishes with a virtual tour and enquiries, and makes the whole site very easy to use.
At the heart of the website, we developed a virtual tour of the building, which has become a powerful selling tool that emphasises the quality of the specification and notable design details. It even incorporates a tool that allows interior spaces to be measured so potential occupiers can plan office configuration and furnishings ahead of time.
To market a building as prestigious as Abacus House, it is common practice to produce a glossy ‘hard copy’ brochure, which we also designed and had printed. Much of the content reflects that of the website and features high-quality photography and illustrated floorplans. In keeping with the times this was a short run job, as the cost effective nature of high quality digital print means that we can update and reprint at very short notice and for very little cost.
Property marketing is impossible to accomplish without architectural visualisation and should start at the beginning of any development, or refurbishment, plan. With exterior CGI rendering, people were able to see how the building would look. They were even able to experience being inside the property with our high-quality photorealistic renderings. These were then used to populate the website, brochures, and other marketing materials in phase one, prior to completion of the works.
We also commissioned local photography of Cambridge showing the central location of Abacus House and its local amenities – the river Cam, restaurants, high street shops and other facilities on offer in the area.