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Gate510

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Project Goals

Gate510 is 300,000 SF of innovative industrial space in the East Bay. When ownership engaged Think Joule to re-position the property it was suffering from a bit of an identity crisis. It was not immediately apparent all that the property had to offer to attract and retain quality businesses. The brand did not communicate its value proposition...it was important to ownership to establish and deliver an inspiring brand and brand promise.

 
 
 
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STRATEGY

Our strategy consisted of building awareness by leveraging and elevating what was already in place, yet invisible to visitors...a vibrant and diverse community of entrepreneurial businesses in a thriving building; and to evolve away from an ad hoc approach to brand and marketing. By reimagining the brand, investing in top-notch photography to bring the building to life and developing a sustainable and replicable set of templates, we created an opportunity for tenant and building cross-promotion. 

 
 
 
 
 
 
 
 
 
 
 
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Deliverables 

  • Create consistent and distinct identities for first floor retail Westgate and second floor office space Gate510 

  • Evolve Gate510 brand identity, including complete logo suite, color palette, graphical assets and clear brand guidelines

  • Revise tagline and positioning statement 

  • Develop customized responsive website with optimized SEO 

  • Design branded digital communications and custom email templates

  • Develop social media strategy and outreach, curate and populate social media platforms  

  • Design high-impact marketing brochure that doubles as proactive outreach for prospective tenants and connects and creates awareness for current tenants

  • Art direction and collaboration for photography with the uber talented Aaron Lee to develop a body of images that elevate tenants and cross-promote the building

  • Integrated wayfinding for 5 building quadrants, including suite and tenant signage, code level signage, all key entrances and parking garage 

 
 
 
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In 2015, SKB embarked on a comprehensive business plan to reposition the iconic KOIN Tower back to prominence as a best-in-class downtown Portland office building. A key first step in the strategy was to create a new brand identity that would communicate the iconic, best-in-class stature of the property.

In developing the narrative, Think Joule took a holistic approach to understanding the tangible and intangible elements of the property and of SKB’s business plan for the asset. From there, Think Joule masterfully crafted a brand identity whose use has been widely incorporated into the marketing materials and throughout the property, including graphics and cleverly integrated design elements, resulting in a cohesive KOIN Tower brand experience.

The measurable results over the past 30 months since embarking on the comprehensive business plan is a nearly 15% increase in occupancy and over 30% increase in rental rates.

—TRACI WALL, SVP ASSET MANAGEMENT, SKB

 
 
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In 2015, SKB embarked on a comprehensive business plan to reposition the iconic KOIN Tower back to prominence as a best-in-class downtown Portland office building. A key first step in the strategy was to create a new brand identity that would communicate the iconic, best-in-class stature of the property.

In developing the narrative, Think Joule took a holistic approach to understanding the tangible and intangible elements of the property and of SKB’s business plan for the asset. From there, Think Joule masterfully crafted a brand identity whose use has been widely incorporated into the marketing materials and throughout the property, including graphics and cleverly integrated design elements, resulting in a cohesive KOIN Tower brand experience.

The measurable results over the past 30 months since embarking on the comprehensive business plan is a nearly 15% increase in occupancy and over 30% increase in rental rates.

—TRACI WALL, SVP ASSET MANAGEMENT, SKB

 
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Services

  • Brand Strategy

  • Collateral Materials

  • Copywriting

  • Logo & Identity

  • Messaging

  • Naming

  • Signage & Wayfinding

  • Social Media Strategy

  • Website

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Let's Make a Meaningful Brand

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