New Work: One Washington Square

March 13, 2015 at 8:17 am

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When real estate investment firm, Rubenstein Partners acquired Philadelphia’s historic Penn Mutual Towers, it did so with eyes wide open. After all, the building had experienced a rough few years, including blows such as being in receivership, and losing major tenant Beneficial Bank. In addition, the 850,000 square-foot complex was tired and in desperate need of modernization.

Despite its obvious flaws, Rubenstein had the insight and creativity to see that the property had good bones and was ideally situated in a submarket that was quickly gaining momentum as one of the most exciting in Philadelphia. And with the capital needed to breathe new life into the property, Rubenstein immediately set to work modernizing the property’s systems, public spaces and common areas.

The firm reached out to Munroe Creative Partners for assistance marketing the property to brokers and prospective tenants. Munroe immediately understood the task: Create a brand that would strategically reposition the asset as the perfect opportunity for high-quality tenants.

Our client understood implicitly that successfully reimagining and rebranding the property starts with giving it a new identity. Together with Rubenstein, we developed the name “One Washington Square,” to boldly position the asset as the premier commercial offering on one of Philadelphia’s most loved historic squares. From there we developed a logo. Employing bold colors, contemporary typography and clean lines, the new logo elegantly nods to the three buildings that make up the commercial complex.

To complement the new identity, we developed a strategic position and tagline, “The One Place to Create Tomorrow,” communicating the proposition that One Washington Square uniquely offers and fosters the ideal environment to create and grow the businesses of tomorrow.

In addition, we developed a suite of materials to enable brokers to market the offering to potential tenants. Chief among these materials was a mobile-responsive website and full-size property brochure with pocket folder. Each of these collaterals utilized dramatic photography of the views and neighborhood, renderings of the modernizations, enhancements and investments, and individual templates of available floor plans.

The unified impact of the new name and identity, strong positioning statement and inspired marketing materials allowed us to succeed in our efforts to make the asset feel immediately fresh, modern and relevant to brokers and prospective tenants alike.