How do you talk
to the Twitter of
tomorrow?
With high tech tools
and a real estate
vision.

THE OPPORTUNITY

When MITIMCo (MIT Investment Management Company) began constructing four new office buildings adjacent to their academic campus in Cambridge, MA, they needed a way to sell the vision to potential tenants. The target occupants? Only the most forward-thinking tech, biotech and pharmaceutical companies in the world. Realizing the old leasing tools wouldn’t impress this audience, MITIMCo asked Branding Iron to create a more compelling way to share the idea behind the space.

THE SOLUTION

We started by defining the area as Osborne Triangle. Rather than being perceived as four individual buildings, let’s call this what it is…an entire tech campus within the research capital that is Kendall Square. In our visioning phase, we worked with ownership to understand not only what was unique about the office space, but also what burning questions potential tenants might have. We then art-directed renderings, shot area photography and illustrated maps and site plans, all culminating in the creation of an interactive presentation that revealed the story of the site in a way the target audience could engage with. In the presentation, morphing plans show how flexible floor plates can accommodate both open or closed office space, interactive maps show the renown companies and luminaries that work in Cambridge’s innovation cluster, while animated cars demonstrate commuting times and parking options. In the end, Pfizer snapped up the space and now proudly occupies all buildings.