Commercial property marketing often starts with specifications, floorplates and transport links. Working with &Dave, we helped create a brand idea that began with the future occupier.
The result was a flexible communication platform that transformed a landmark office development into a personalised experience across digital and physical touchpoints.
The communication challenge
65 Gresham Street wasn’t simply another Grade A office development.
It was an ambious development with an innovative virtual experience that allowed prospective occupiers to explore, configure and personalise their future workspace before moving in.
The challenge was in communicating something that hadn’t really existed before.
Rather than marketing office space, the communications needed to express a completely new proposition: giving businesses the opportunity to shape their workplace before it became reality.
Working with &Dave and MaxQ, we helped articulate that idea across every stage of the customer journey.
Our approach
Every successful campaign begins with a simple organising idea. Together with the wider agency team, we developed a verbal platform built around one central thought:
Make Your Mark.
That single idea worked on multiple levels.
It reflected the ability to personalise office space through the immersive VR platform. It spoke to ambitious businesses looking to shape their future. It echoed the building’s role in reshaping part of the City of London. And it reinforced the project’s sustainability story through the language of positive change.
Once established, the idea became a flexible communication system rather than a single campaign line, generating messaging across presentations, digital experiences, teaser communications and environmental storytelling. The original brief explored numerous expressions including “Lead the Change”, “Made by You”, “Shape Your Space” and “This Time It’s Personal”, all designed to extend the same core thought.
Modern Copy’s contribution
Working with &Dave, we helped develop and apply the communication platform across the launch experience, including:
The outcome
The communications moved beyond describing a building. Instead, they invited prospective occupiers to imagine themselves inside it.
Across immersive presentations, interactive technology and launch materials, every touchpoint reinforced the same central idea: this wasn’t simply office space to lease, .it was a workplace they could actively help create.
The resulting language system gave the development a distinctive personality while supporting a sophisticated sales experience that combined architecture, technology and storytelling into a single brand narrative. The presentation consistently carried this platform through headlines such as “Lead the Change”, “In Good Company”, “This Time It’s Personal” and “Best Bits”, showing how one organising idea could shape an entire communication experience.
In collaboration with &Dave
Modern Copy partnered with &Dave to develop the verbal identity, messaging platform and communications for the launch of 65 Gresham Street. The wider experience was delivered alongside immersive technology specialists MaxQ.
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