Client: Synergy
What we did: Logo, website, collateral, video, digital tour experience
Raising expectations for what a real estate brand should be
As office towers across the country continue to face vacancy challenges, standing out has become more essential than ever. So when Synergy Investments began the repositioning process for One Lincoln Street—formerly the global headquarters of State Street—it knew it had to do something spectacular. The tower couldn’t be seen as receiving a facelift. It had to be a complete reimagination of the tenant experience.
Rather than using office branding best practices, we leaned into our luxury residential branding expertise to reposition the tower as a new kind of work environment, one that elevates the experience from the moment a tenant walks into the building to every interaction they have throughout the day. We developed messaging that “elevates” One Lincoln: more than commodity Class-A office space, it’s the very first luxury office tower. Here, tenants enjoy a curated, exclusive environment—everything a company could possibly want in a modern-day office. Instead of just listing amenities, we positioned the offering as a holistic solution in three areas: meeting and convening, health and wellness, and dining and hospitality. Working closely with the architectural team, we crafted a brand look and feel that reflects the premium fit and finish of the building’s new materials.
We applied the new brand to sales collateral, including a digital tour experience, video, and website, and developed a launch plan chockful of creative ways to elevate the broker and tenant outreach experience at every touch point. As One Lincoln assumes its rightful place as part of the Boston skyline, the leasing results are sure to be elevated.
