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This architectural gem in Hamburg was struggling to attract new prospective tenants in a competitive market. Its unique floor plan made it difficult to convey the property’s full potential. Our first task was to define a credible proposition and create the collateral to support it. Secondly, this had to be packaged with a name and brand that would cut through the noise and enhance recall. Lastly, it all needed to happen quickly — from brief to live website in just eight weeks.
We quickly identified the barrier preventing prospects from considering the property: clarity. Sometimes all a project requires is gathering relevant information and presenting it in an engaging, understandable way.
For The Schiff, this meant mapping out transportation links, neighbourhood amenities, floor plan designs, and the property’s architectural philosophy — as well as overcoming the challenge of showcasing a building tucked away in a narrow Hamburg street.
Based on the available floor space and features, we shortlisted industries and company types most likely to convert, then built clear use cases and propositions around them, which fuelled the messaging.
Finally, the property’s distinctive architecture was underscored with a new name and identity that alludes to its almost extraterrestrial design aesthetic.
Normally, the brand and website serve as the foundation, later activated through campaigns. The Schiff never reached that second phase. Once brokers began using the new collateral, viewings started rolling in — turning the leasing situation around within a matter of months.
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