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X Marks the Spot

Project Insight

The Hallmark Building was ready for a new look in many of its public spaces, along with the addition of new experiences for tenants to enjoy. A marketing campaign was needed to prepare tenants for the upcoming construction and let them know about the positive changes that were forthcoming.


An “X Marks the Spot” theme was used for environmental graphics throughout the spaces under construction, teasing the new experiences to come throughout the building. We included an experiential element in the outdoor nature lounge installation, with complimentary sunglasses for customers incorporated into the signage. This theme was also carried into an email campaign to create excitement among current tenants and generate leads for leasing. This campaign allowed us to transform the often negative perception of building construction into excitement for the new amenities being created.