Branding right HERE
Ashville Asset Management tasked us with rebranding Bristol’s Bath Road Studios, marking a new phase in the life of one of the City’s most iconic commercial buildings. Following substantial and on-going refurbishment, the old ‘ITV building’ (as it is commonly known) needed a brand strong enough to shrug off its old mantle and reposition it as a contemporary new opportunity in Bristol’s commercial property sector. Branding office buildings is usually pretty functional, but we took the decision to reinvent the building as a uniquely meaningful social brand.
We created a brand which celebrated the building as a living space, somewhere for businesses to thrive. What’s important about office buildings is what happens inside. Every business under this roof enjoys an inspiring blank canvas they can make their own. It’s not about a space people fit into. It’s about a space fit for people. That’s what HERE, as a non-brand, celebrates.
And if course a change of brand demanded a new website (tenant-focused and socially driven of course), a new social media presence, and a striking new identity inside and out. We even broke the mould with the launch of the HERE brand. In the run up to the unveiling of the new name and identity, we created a cheeky teaser campaign, installing mysterious on-brand banners and placards across the City, posing philosophical questions to Bristol commuters such as “Why are we HERE?” a ‘Where is HERE?”. This fed the rumour mill and set the scene for the reveal of HERE as a creative hub, and a place worth moving to.
Deciding to use a branding agency to relaunch one of our properties was a first. But it’s paid off. We needed to take a creative approach to differentiating Bath Road Studios from the array of run-of-the-mill office buildings across the City, and HERE it is.
Gareth Edwards, Director