Soapworks

Second stage marketing consultancy and community strategy proposal for an award winning 350,000 sq ft office scheme near Media City

In my role as creative director at i-Creative I initially oversaw the full development and roll out of the original branding and all associated marketing materials for this superb 350,000 sq ft office development in Salford. Our team worked through a range of design challenges to achieve a striking, industrial identity and supplied all supporting marketing materials for the development.

We achieved a full spectrum roll out of the new brand via on-site way finding, a website and multi-channel advertising including a high profile cover advert for Estates Gazette.

The work achieved a 100% success in take-up of the larger scale units, attracting Talk Talk and The Home Office, amongst other blue chip names, to move into the building. Following a takeover by GVA we were asked to pitch a second stage proposal to attract SME’s into the remaining small scale units ranging from 5,500 sq ft up to 20,000 st ft.

Carrying out a tenant feedback survey we established that a major factor in the lack of take-up of these units was that potential tenants were put off by an apparent lack of sense of community within the space.

We put forward a new strategic scheme, “COWORKS”, focusing on the tenant community in the building. Collateral included a new tenant focused website with a members area, regular social events for the work community, internal digital displays advertising these events and a member community privilege card offering discounts and rewards.

By engaging with the employees of the various large scale tenants directly we allowed SOAPWORKS to begin to build a community amongst previously isolated teams of workers.

This grass roots approach to the internal communications created a welcoming space for visiting SME’s as the development became a more open and friendly environment. I also worked to develop a sub brand,FOODWORKS, for the on-site cafe which now acts as a hub for socialising within the building.

I also developed the on-site branding for the café, including an illuminated sign, behind the counter drinks board and table menus.