Graphic Design USA Award Winner – Website
Indigo Design Award Winner – Integrated Graphic Design
3 World Trade is a 2M+ SF, Richard Rogers-designed final tower developed in the WTC complex. With the completion of 3WTC, Oculus Plaza, and the reopening of Cortlandt Station, Silverstein wished to have 3WTC stand independently from the World Trade Center parent brand and show that the neighborhood was back and better than ever.
Through close collaboration with Silverstein and CBRE, we shepherded them through a re-imagination of office life–one that embraced a daily experience deeply intertwined with the surrounding neighborhood.
The subsequent campaign went beyond their typical broker-centric approach through a lifestyle-driven campaign, and it gained traction immediately. Our monthly digital newsletter saw open and click-through rates 23% over the industry average, with CBRE fully leasing the property within 12 months.
Commercial real estate defaults to product-level comparisons, a method that’s very thin on vision and heavy on building specs. You've seen one and you’ve seen them all. It is tedious at best, and at worst, you reduce yourself to column spacing and square footage.
On paper, there are plenty of similar new buildings in other neighborhoods with much less baggage. We were having none of that. We chose to focus on the neighborhood and everything that was going on around us, as well as our competitors who were doing great things downtown—a rising tide lifts all boats mentality.
Our strategy was to develop a lifestyle-driven brand focused on workers' daily experiences rather than only selling the office space.
We wanted to showcase the people who make neighborhoods fun and exciting, the people you encounter during your workday, from the artists who created the graffiti in the plaza to the oyster shucker at Grand Banks. CEOs to your average employee, anyone and everyone became potential ambassadors for 3 WTC. We relied heavily on lifestyle photography, shot in locations all over Lower Manhattan, to paint a picture of a thriving neighborhood in the middle of a renaissance.
We utilized our collateral to pitch directly to targeted company employees via social media because we didn’t focus solely on selling the product. Employees could do their research and form opinions about the neighborhood, and when their employers asked them where they wanted to move their office, they already had an answer.
Commercial real estate defaults to product-level comparisons, a method that’s very thin on vision and heavy on building specs. You've seen one and you’ve seen them all. It is tedious at best, and at worst, you reduce yourself to column spacing and square footage.
On paper, there are plenty of similar new buildings in other neighborhoods with much less baggage. We were having none of that. We chose to focus on the neighborhood and everything that was going on around us, as well as our competitors who were doing great things downtown—a rising tide lifts all boats mentality.
Our strategy was to develop a lifestyle-driven brand focused on workers' daily experiences rather than only selling the office space.
Graphic Design USA Award Winner – Website
Indigo Design Award Winner – Integrated Graphic Design
3 World Trade is a 2M+ SF, Richard Rogers-designed final tower developed in the WTC complex. With the completion of 3WTC, Oculus Plaza, and the reopening of Cortlandt Station, Silverstein wished to have 3WTC stand independently from the World Trade Center parent brand and show that the neighborhood was back and better than ever.
Through close collaboration with Silverstein and CBRE, we shepherded them through a re-imagination of office life–one that embraced a daily experience deeply intertwined with the surrounding neighborhood.
The subsequent campaign went beyond their typical broker-centric approach through a lifestyle-driven campaign, and it gained traction immediately. Our monthly digital newsletter saw open and click-through rates 23% over the industry average, with CBRE fully leasing the property within 12 months.
The popular perception of the WTC site at the time of Three World Trade’s completion was dated. A pervasive feeling had solidified over nearly 20 years of construction: the area was hard to navigate, there was nothing there, it was hard to get to, it was all finance, the neighborhood shut down after the Market closed, and the list goes on and on.
This false narrative was far from the truth, but it stuck because people didn’t dare venture downtown. Our task was to unstick that opinion and intrigue people just enough to come down—that was all it would take to create converts.
Commercial real estate defaults to product-level comparisons, a method that’s very thin on vision and heavy on building specs. You've seen one and you’ve seen them all. It is tedious at best, and at worst, you reduce yourself to column spacing and square footage.
On paper, there are plenty of similar new buildings in other neighborhoods with much less baggage. We were having none of that. We chose to focus on the neighborhood and everything that was going on around us, as well as our competitors who were doing great things downtown—a rising tide lifts all boats mentality.
Our strategy was to develop a lifestyle-driven brand focused on workers' daily experiences rather than only selling the office space.
We wanted to showcase the people who make neighborhoods fun and exciting, the people you encounter during your workday, from the artists who created the graffiti in the plaza to the oyster shucker at Grand Banks. CEOs to your average employee, anyone and everyone became potential ambassadors for 3 WTC. We relied heavily on lifestyle photography, shot in locations all over Lower Manhattan, to paint a picture of a thriving neighborhood in the middle of a renaissance.
We utilized our collateral to pitch directly to targeted company employees via social media because we didn’t focus solely on selling the product. Employees could do their research and form opinions about the neighborhood, and when their employers asked them where they wanted to move their office, they already had an answer.
We developed neighborhood newsletters in lieu of traditional e-blasts. Office availability has its place but should occur later in the process. We wanted to showcase events, highlight our neighbor's goings on, restaurant openings, and thematic editions like Thanksgiving Downtown. Our intent was to arm brokers with a greater understanding of the neighborhood, transfer that knowledge to their clients, and get them Downtown to see for themselves.
