CBRE Global Investors

801 North Brand – Glendale, CA

CBRE Global Investors is one of the world’s leading real asset investment managers with $105 billion in assets under management. Upon acquiring a new portfolio of assets in Los Angeles, the firm engaged Macy + Associates for a brand refresh for one of the jewels of the portfolio, 801 N. Brand in Glendale, CA. With a significant capital improvement program planned for the Class-A office tower, the rebranding campaign included the development of a new property Name, Logo and Tagline, Style Guide, Letterhead System, Leasing Brochure, eBlast Templates, Pop-up Graphics and dynamic 2-story Window Graphics.

Challenges:

  • Reposition an existing Class-A office tower in the growing Tri-Cities submarket of Los Angeles as the address of choice for leading financial, tech, and creative tenants alike.
  • Change/raise the existing perception of the 80’s era tower, while reinvigorating the leasing team’s efforts.
  • Differentiate the property from the other Class-A Towers lining Brand Boulevard, the city’s primary financial and retail corridor.
  • Introduce new owner CBRE-GI and their 5-Star Worldwide full-service amenity program to the marketplace, raising the property’s profile in the marketplace.

Strategies:

To gain more insight into the property and its competiton, Agency researched the property’s history, position within the local Tri-City marketplace, its competition, and the nearby office markets competing for the same pool of tenants. The Agency then secured insight from ownership and the leasing and management teams to uncover the challenges as experienced in the marketplace.

Agency analyzed the background data, identified the property’s strengths and weaknesses, and developed a strategic positioning statement that would serve as the brand guideline for all of the subsequent marketing materials.

Utilizing the Positioning Statement as the brand litmus test, Agency developed a new name for the project that retained past brand equity while creating a new identity that turned the focus in on the property itself, instead of just being one of many Brand Blvd properties: Brand801. In addition, a bright and modern color palette was developed to appeal to traditional and creative tenants alike. The Agency then developed a new Brand Style Guide and Stationery System in both electronic and print format.

Leveraging these foundational elements, Agency then developed a new Leasing Brochure featuring a modern, yet playful design – delivering a contemporary brochure that resonates with creative tenants and establishes an aspirational image for those more traditional.

To build excitement around Brand901’s new ownership, their legendary 5-Star Worldwide suite of services and amenities, and the coming capital improvement to the property, the Agency designed lively and bright Window Graphics to cover an empty 2-level storefront in the lobby, hinting at all of the exciting benefits to come.

Results:

The new Brand801 identity delivered a dynamic and striking new brand for the property and reinvigorated not only the office and retail leasing efforts, but also drove home the excitement of the new services and improvements among its existing tenant base at a time when the anchor tenant was negotiating for much needed expansion space. The campaign was so well received by the leasing team, the Agency was recommended for another out-of-market project suffering similarly from an identity that had grown stale.

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