Branding and communication for Palo Alto — a business center in Kyiv for IT companies for 1000 employees
Huge IT companies have a common dilemma — it's difficult for them to comfortably accommodate constantly growing teams of 300 or even 500 people. Alterra Group has developed a concept for office real estate for 1000 jobs. Launching a new business center required attractive packaging that could appeal to the right audience.
What has been done:
Working with Palo Alto has begun with market and competitor research. It turned out that, unlike residential real estate, where new residential complexes are fighting in creativity, business centers have rather modest communication in social networks and sites that are outdated in design.
The target audience was divided into 4 categories, depending on the type of occupation: CEO of IT companies, HR specialists, caretakers, employees of IT companies. This made it possible to formulate clear messages for each category and convey them through relevant communication channels.
IT people are not interested in carpet and reliable double-glazed windows, but the open roof for rooftop parties and the bbq zone are important advantages and emotional triggers. On the implementation of the communication strategy, I accompanied the client's marketing department and advised on PR and promotion issues.
The choice of corporate colors was driven by the desire to separate from competitors, to look modern and fresh. The facade of the building is sheathed with black material, so it was logical to make the background of the site dark.
Designer Andrii Bondar and I offered a visual solution that looks modern, moderately restrained, and has an emotional color due to the sign and bright colors. The result is a single system, well recognizable in all channels and manifestations.
Result:
The territory of the business center has expanded and is fully occupied by IT companies. In 2019, Palo Alto was nominated for the Best Business Center award. Success is largely due to the correct communication and presentation of the business center in the media space and social networks.
