HBB

Historic + High-Functioning

Services Brand Strategy / Collateral Materials / Copywriting / Graphic Design / Logo & Identity / Messaging / Naming / Website

Project Goal

HBB is at the center of the Portland Tech Triangle, within 2 city blocks of all the fiber nodes in the city and home to a high-profile tech giant, yet a dated appearance and institutional reputation didn't accurately reflect the building's power and connectivity capabilities and the building was having trouble leasing. The new owners approached us to rebrand and reposition the Historic Bank Block and solidify as a desirable Portland address for modern businesses. 

Strategy

In developing the identity, we chose to retain and embrace the historic character while modernizing the brand to appeal to modern office needs. Inspired by the beautiful building details, we developed an architecturally inspired system with strong, bold backdrops and sophisticated pops of color. The accompanying pattern library we developed is being used by the Interiors Team to integrate the brand into the built environment. 

Challenges

Situated on a full city block in downtown Portland, HBB is comprised of 3 individual buildings and suffered identity confusion as the result of a multitude of naming conventions and variations. We chose to simplify by standardizing the building names and collapsing their individual identities under a universal identity, HBB. 

Deliverables

First, we organized a multi-day shoot to capture tenant suites and TI's, building spaces, architecture and details, drone-captured hero images, and lifestyle/neighborhood photos. Next we set out to develop the leasing materials—a modern, responsive website, a high-impact leasing brochure and a branded floorplan deck. 

  • Marketing strategy, naming exploration and brand development 
  • Full brand identity system with architecturally inspired pattern library
  • Creative art direction on multi-day photoshoot 
  • Copywriting services on all materials 
  • High-quality leasing brochure 
  • Customized, responsive website with integrated third-party tenant portal
  • Branded floorplans
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Results

The brokers have a robust suite of leasing materials to help articulate the brand story and attract prospective tenants. 

 

Collaborative Partners 

LRS InteriorsKidder MatthewsNine.Eighty.Four Photography