The challenge
Another great example of how investing in writing and intelligent design nearly always pays you back far more than you have to pay out. The corporate headquarters building in the heart of the City was rapidly nearing completion, but its owners were unable to find a tenant, and had been trying for some time. With a looming haemorrhage of something like £1m a month, this was making them somewhat nervous, as you might imagine. Land Securities turned to Hat Trick design, and they to me for the words.
What we did
We built a boxed set around the theme of the number of the building’s address, number 30… complete with intros for each of the booklets of 30 words. Brilliant street photography from Matt Stuart. Relaxed but inspirational in tone.
What happened next
Hat-Trick’s creativity and a fresh approach to messaging opened Land Securities’ eyes to new possibilities. It was the start of a long relationship that covered the marketing of several landmark buildings in the capital, and eventually the company itself, and completely changed how this kind of material was produced. As for the building, that found a tenant immediately. Which made the overall budget for this project seem like spare change.
