Brooklyn Navy Yard had ambitious plans to double the economic value of the Yard and make it a compelling commercial offering for NYC tenants. By converting a disused warehouse into new offices and maker spaces, Building 77 added 1 million sq ft of space. BNY needed to retain a commercial broker for the first time, and the challenge was to target the right tenants to fit in within the existing community. As an ethical organization, their values were very different from most tenants and brokers.
Solving the brand challenge meant identifying common ground between the Brooklyn Navy Yard, its existing clients and the real estate brokers. We created a radical new strategy: rather than just promoting the space, we turned leasing into tenant recruitment. Rather than selling space, we asked potential tenants to join the Yard in fulfilling its mission. Our platform challenged tenants to be part of something greater.
We created tools to increase recruitment of new entrepreneurs. The ‘leasing’ presentation championed the unique stories of existing tenants, the kinds of companies we wanted to recruit. Our broker briefs encouraged them to filter clients based on their ethics as well as their finances. This allowed us to recruit tenants from new industries – from fashion to food. This building project led to CO OP leading the rebrand for the whole of Brooklyn Navy Yard.
Business Strategy
Brand Strategy
Comms Strategy
Digital Strategy
Research
DNA
Brand Architecture
Visual Identity
Verbal Identity
Brand Campaigns
Brand Standards
Brand Activation
Training
Website Strategy & Design
Print and Collateral Design
Print Production
Asset Creation (Photography, Renderings, Video, Maps, Infographics)