Together with branding and identity partner dn&co and architects Hawkins \ Brown, we have shaped the whole proposition for the former Olympic Press and Broadcasting Centre, giving it a clear role and purpose in London’s creative and technology community, and developing the go-to-market communications strategy.
We launched the brand in March 2014 at SxSW, and went on to create a website to communicate the vision and support the first phase of a lettings campaign. Add to that launch films and social content and you have a very progressive approach to destination branding and marketing.
Here East - the new name for the former Olympic Broadcast and Press Centres - have been working with us to help answer a question:
“How can you fill in excess of a million square feet of hyper-connected commercial space with vibrant businesses, world-class educators, progressive retailers and cultural curators to create a campus that champions creativity and innovation, creates thousands of jobs and fulfils the Olympic legacy promise.”
We identified the burgeoning community of ‘makers’ in East London and beyond - the folk who’d firmly grasped the opportunity to develop next generation ‘IoT’ connected products, or were already using advanced prototyping tools like Arduino, 3D printers and cloud-based software engineering (and in some cases all of them together!). This community was pioneering an exciting new chapter of Industrial growth, but lacked a genuine home of focal point in London.
Working closely with partners dn&co, we developed a new brand to appeal to this community and placed a set of concepts at the heart to direct everything it did and said.
Therefore, we positioned Here East to become the spiritual home of this new generation of modern makers - bringing together talent from the world of small creative and entrepreneurial start-ups and the large-scale established companies. It is deliberately positioned at the intersection between the two, and hopes to be a place of great knowledge and cultural exchange. Throw in a healthy dose of academia, a set of progressive retailers and a moderate sprinkling of artists and the recipe gets even more exciting. As a brand it has to work very hard to achieve these ambitions, and will be a brand judged on its acts and deeds.
So, ‘making’ is not just a marketing gimmick or trendy positioning, it runs deep in the DNA of Here East and touches everything that the brand says or does. In the near future, we hope products will be invented, created, marketed and funded from these premises, and that Here East will be recognised world over for its role in enabling the regeneration of industry.
Working closely with partners dn&co, we developed a new brand to appeal to this community – one which was as disruptive to the property sector as many of it’s future tenants will be to other sectors. Working with architects Hawkins \ Brown we influenced the layout and architectural detailing to ensure a design which felt native to this community, and gave them the kinds of places and space to support their work.
In October 2014, we hit two important milestones; the first, the start of the re-development work to transform the site into this centre of innovation and enterprise for East London; the second, the beginning of the lettings campaign to attract tenants to move in from summer 2015.
As a consequence we launched a new site - hereeast.com to give some more flesh to the story and to enable the sales lead generation. We also created two films to help communicate the vision and offer, and developed a social media strategy to engage and reach out to the creative and maker communities. Our vision film is a work of robotic art, and you can watch it here and read more about it’s development here.
The site is already over 40% pre let. The Broadcast Centre is now home to BT Sport, who broadcast daily to millions. Loughborough University is opening its postgraduate University and research institute next summer alongside our beloved digital apprenticeship scheme from Hackney Community College.
And there’s much more to come. As we move into the Lettings campaign, and the first phase of the campus is completed next year, these pioneers will be joined by many others looking to create the companies and products of the future.