MERGE: REPOSITIONING & REBRANDING AN UNDERPERFORMING ASSET
PROJECT AT STREAM REALTY PARTNERS
Merge Rebrand, Inspirational Mood Board
PROJECT
A 132,161 square foot three-building project located in Westminster, CA was in dire need of an image overhaul in order to increase its curb appeal. With only 42% of the rentable office space leased, high-impact renovations in conjunction with a refreshed identity and cost-effective marketing campaign allowed us to reenergize and reintroduce the asset to the market.
ROLE & RESPONSIBILITY
This project required working in collaboration with our client (the asset manager) and members from our leasing team to establish project timelines, receive design approval from key stakeholders and communicate with vendors. Responsibilities included design management, concept creation, graphic design executions, vendor selection, and implementation of all marketing collateral.
Concept
Inspired by the property’s unique attribute of being located at the convergence of the 405 and 55 freeways, the campus was renamed ‘Merge.’ The tagline, “Where LA & OC Meet” was developed to highlight one of the many benefits of the property - that it was strategically located between both LA and OC counties, making it the ideal destination for any company whose work force pulls from both counties.
The logo incorporates overlapping shapes to hint at the theme of intersection or convergence. Two triangles are used to create the modern “M” shape, which then reveals a third triangle. The three shapes signify the three different buildings that make up the campus.
Once the logo, tagline and color palette were approved, we were then able to executive a cost-effective marketing campaign through a new website, eblasts, mailers, along with unique and memorable marketing materials.
Recognition
Merge received a 2018 Spire award nomination in the category of Superior Performance in Building Renovations. The Spire Awards recognizes superior performance in real estate.
MEASURING SUCCESS
Through the combined effort of Stream’s leasing team and marketing team, we developed a unique identity to assist in transforming a building with lack luster curb appeal into a bright, fresh destination where tenants wanted to be. Ultimately, we were able to take an underperforming, 132,161 square feet asset, with prime signage opportunities in West County and complete 47,212 square feet of new leasing in 90 Days, increasing occupancy to 84%. The full case study can be found, here.
STACKING PLANS
EBLASTS
PROPOSED MARKETING CENTER
