Forum is a 350,000 RSF high-performance class-A lab space. It is a pivotal part of Boston Landing, a distinctive new neighborhood with a focus on health, wellness, and sports performance. Tenants expect all new lab spaces need to be class-leading, and therefore it’s hard to differentiate rationally. As such, Forum’s brand challenge was to create a powerful, emotional reputation that inspires CEOs and allows them to say something different about their company.
Tasked with the challenge of making a laboratory facility stand out, Forum was given a unique emotional reputation. The sporting ambition of the neighborhood helped to connect the dots between sporting achievement and entrepreneurial influence. Our insights into the unmet needs of CEOs unlocked our brand strategy. Beyond great lab space, access to talent and attractive amenities, they need to convince investors that they are on the winning track. Our brand brings to life that sense of ambition and performance, making it a place for winners.
The harnessing of the unique personality to create the brand was essential. The vibrancy, energy, and ambitiousness Forum cultivated are different from the typical academic laboratory facilities. The imagery utilized helps to blend the sporting and entrepreneurial performance. Sports metaphors were used to describe the innovation of life Forum will stand for in the marketplace. From the name and imagery to the overarching brand, everything is about that sense of “winners are here”.
Brand Strategy
Naming
Verbal Identity
Visual Identity
Signage Design
Film Concept and Production
Leasing Presentation Design
Web Design and Development