To The Point has created an identity, website and promotional material for a Land Securities office property at 190 High Holborn in London, which will be marketed to potential tenants from next week.
The 7700m2, ten-storey building is located close to both Chancery Lane’s legal community and the media businesses based in Covent Garden. The challenge of the brief was to appeal to both audiences, says To The Point managing director Simon Hutton.
He adds, ‘The task was to create a flexible marketing platform that allowed the client to position its offer to a broad target market.’
The work will be used by Land Securities in the ‘pre-letting phase’ of sales promotion as it attempts to find a main tenant for the property prior to the building’s completion in September.
The concept is based around the idea of ‘bright lights, big city’, says Hutton, but the ‘baubles [of] media light are subdued by the use of silver and blue [in order to] strike the right balance’.
Senior designer Mike Stafford and Web designer Nick Ottley were responsible for the creative work.
The fee for the work is understood to amount to a ‘high five-figure’ sum.
Meanwhile, the consultancy has confirmed its appointment on a retainer to manage Land Securities’ brand identity, having already produced corporate guidelines for the group.