BRANDING A LITTLE RIGHT TO THE WRONG SIDE OF THE BRIDGE
The “Marchant on the Greenway,” a 200,000 square-foot building between Berkeley and Oakland, California, was originally a calculating-machine factory and more recently used as a storage warehouse. LBA Realty bought and redeveloped the building to attract prominent office and retail clientele. But the Marchant had several disadvantages, including its location on the “wrong side” of the Bay Bridge, which made it a tough sell to clients in San Francisco and the South Bay.
- The building was situated in an underdeveloped section of the East Bay, with limited resources within walking distance.
- It lacked street appeal, facing a run-down stretch of San Pablo Boulevard.
- Its 125,000 square-foot floor plate made it viable only for high-revenue clientele.
HOW WE HELPED:
Partnering with the LBA Realty team, Camp Creative:
- Undertook a deep-dive into LBA’s architectural plans for revamping the interior space, façade, and exterior property as well as its surroundings, gaining an intimate understanding of its features and its owners’ vision.
- Renamed the building “Foundry31,” which captures the building’s industrial legacy as well as its artistic and innovative aspirations.
- Designed a new logo that boldly expresses the raw, creative energy of the new space.
- Created a marketing brochure with unique, compelling images and copy that communicate the features and “up and coming” character of the building and its surrounding cities.
- Foundry31 has already attracted major high-profile tenants, including Amazon distribution center, TCHO chocolate, and City Sports Club.
- LBA commissioned CMA to create 15’ x 35’ banners to fly on the building’s exterior to promote the grand re-opening of Foundry31.