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This architectural gem in Hamburg was struggling to reach new prospective tenants in a competitive environment. The unique floor plan made it difficult to appreciate the potential. Our first task was to define a credible proposition and to deliver the collateral to support it. Secondly, this needed to be packaged with a name and brand that would cut through the noise and improve recall. Lastly, this needed to happen fast: From brief to live website in 6 weeks.
We quickly found the barrier that stopped prospects from considering the property: Clarity. Sometimes all a project requires is compiling relevant information and presenting it in an engaging and understandable way.
For The Schiff this involved mapping out transportation, the neighbourhood offering, floorplan designs, the propertys’ architectural philosophy, and lastly to overcome the challenges of showcasing a property tucked away in a narrow Hamburg street.
Based on the available floorspace and features, we shortlisted industries and company types most likely to convert, and built clear use-cases and propositions around them, which fuelled the messaging.
Last but not least, the properties’ unique architecture was underlined with a new name and an identity that alludes to the extraterrestrial design aesthetic.
Normally the brand and website function as the foundation, which is then activated through campaigns. The Schiff never reached that second phase. Once the brokers started working with the new collateral, the viewings started rolling in. This turned the leasing situation around in a matter of months.
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