Location: Austin, Texas
Reach: Central Texas / Regional & National Brokers
Approach: Naming, Brand Identity, Campaign, Marketing Collateral, Website Design & Development
Categories: Commercial / Mixed-Use Real Estate
Room for headquarters. And shoulders, knees and toes quarters.
California-based developer Shorenstein Properties LLC is currently developing three sites with a capacity for over 795,000 SF of Class A office space in the Mueller neighborhood of Northeast Austin. Shorenstein engaged local Austin firm Aquila Commercial to handle the marketing and leasing of the office space.
Aquila Commercial needed to name and brand the space as well as provide their brokers the necessary tools to effectively sell the space, its amenities and the surrounding area, capitalizing on the lifestyle that being located in Mueller affords. Aquila tapped lookthinkmake to develop these elements. Named Mueller Business District, the project branding reflects the energy of the area and the future epicenter of commerce and culture. Individual buildings were named Alpha, Bravo, Charlie, and Delta as a nod to Mueller’s past life as Austin’s airport.
After the name and brand were finalized, the concept that was chosen visually conveyed the size of the space with oversized headlines and brought forth a confident but professional tone of voice. With the brand and voice locked in place, LTM worked in close collaboration with Aquila to develop and produce functional materials for the brokers that communicated the caliber and benefits of the space as well as the lifestyle of the site and the area.
By laying down the foundation of beautiful but flexible materials, LTM empowered Aquila to easily adapt and tailor specific pieces to prospects while maintaining the integrity of the brand and its core elements, which all focus on the lifestyle of the Mueller Business District. More evergreen pieces like a pocket folder and video were created in conjunction with materials that could be changed quickly, such as flyer templates, a presentation template, email templates and a website with an easy-to-use CMS system.