Touchstone: Naming, Branding and Promoting a Class-A Office Tower in Seattle
Northwest development firm Touchstone Corp. hired Allison+Partners to create an integrated campaign to position its new Class-A high rise as the most centrally located, best-designed, new office building for innovation-based companies.
We leveraged the building’s sleek, modern design and central urban location to develop a branding campaign that put West 8th on the short list for users and tenants seeking Class-A space. Brokers were seeking smart, flexible tool kits that enabled them to access information on the building and its immediate surroundings, so we created a central source of digitized information through a fully interactive website, featuring available space, floor plans, area maps, amenity-program highlights and more. We also designed the project’s visual brand identity and brand guidelines book that ensured consistency across various mediums. To top it all off, we engaged A-list tenant-rep brokers through a series of well-coordinated events, featuring high-impact speakers, VIP guests and private tours of the property, where on-site collateral packages were provided to support broker tours of the property. Complementing this was a full-range of public relations services, including bylined articles, stories on development milestones, tenant announcements and local industry-group speaking engagements that kept West 8th top-of-mind with brokers and potential tenants.
Our efforts helped lease the West 8th building during a recession to tenants such as Amazon, Salesforce and Seattle Children’s Research Institute, among many others. During one-on-one meetings, brokers commented on the sophistication of the brand, clarity of messaging and user-friendliness and functionality of the project website.