The Hardwood District is a 5M+ mixed-use development in Dallas, Texas that has transformed into a destination neighborhood since its inception in the early 1980s. Harwood approached my team to help launch their new flex office product, Harwood Flex.
The District already had a strong presence on social media and in Dallas’ cultural consciousness via its retail and F&B offerings. At the time, this was very much divorced from their office campaigns, which were traditional and to the point. They could market to end users but hadn’t made the connection yet.
As a B to C exercise, we knew they would need to approach this from a different angle. Part of the draw of the District is its prominence in Dallas; there was an aspirational quality to working there. Until Harwood Flex, the only way to do that was to work for a large company with an address within the District. Flex was an opening to individuals or small companies that didn’t align with the current co-working options and felt more aligned with those within the District.
We had several goals for the launch of Harwood Flex. We wanted to showcase the district and remind people why it’s a destination in its own right. We also wanted to showcase the common and flex spaces in the best possible light. Finally, we knew we needed to connect with the end user and appeal to their need to be here.
We produced the shoot with a local photographer, which was done throughout the District, to play up the aspirational nature of working here. We focused on places to eat, network, and stay active and the office buildings and flex spaces themselves.
The District already had a strong presence on social media and in Dallas’ cultural consciousness via its retail and F&B offerings. At the time, this was very much divorced from their office campaigns, which were traditional and to the point. They could market to end users but hadn’t made the connection yet.
As a B to C exercise, we knew they would need to approach this from a different angle. Part of the draw of the District is its prominence in Dallas; there was an aspirational quality to working there. Until Harwood Flex, the only way to do that was to work for a large company with an address within the District. Flex was an opening to individuals or small companies that didn’t align with the current co-working options and felt more aligned with those within the District.
The Hardwood District is a 5M+ mixed-use development in Dallas, Texas that has transformed into a destination neighborhood since its inception in the early 1980s. Harwood approached my team to help launch their new flex office product, Harwood Flex.
Hardwood came to us having done most of its brand and marketing work in-house and was looking for an outside perspective. Historically, they focused most of their marketing on retail and had done minimal advertising for their office space. Their Flex line was a new offering for a different type of user; it needed to be clarified to them how to position the product within their broader portfolio and approach an entirely new audience.
The District already had a strong presence on social media and in Dallas’ cultural consciousness via its retail and F&B offerings. At the time, this was very much divorced from their office campaigns, which were traditional and to the point. They could market to end users but hadn’t made the connection yet.
As a B to C exercise, we knew they would need to approach this from a different angle. Part of the draw of the District is its prominence in Dallas; there was an aspirational quality to working there. Until Harwood Flex, the only way to do that was to work for a large company with an address within the District. Flex was an opening to individuals or small companies that didn’t align with the current co-working options and felt more aligned with those within the District.
We had several goals for the launch of Harwood Flex. We wanted to showcase the district and remind people why it’s a destination in its own right. We also wanted to showcase the common and flex spaces in the best possible light. Finally, we knew we needed to connect with the end user and appeal to their need to be here.
We produced the shoot with a local photographer, which was done throughout the District, to play up the aspirational nature of working here. We focused on places to eat, network, and stay active and the office buildings and flex spaces themselves.
Harwood has a strong brand and look, especially across social media. Our ads looked to dovetail nicely within that but still provide a degree of differentiation. The imagery is stylized and has an editorial feel to it. We opted for clean layouts with inspirational messaging to bring it all together.
