Given the rise of the tech community in Boston, Shorenstein Properties was looking to bring a sleek and modern feel to a classic Boston landmark in order to attract cutting-edge tech companies looking for unique office space. Nickerson utilized an integrated approach to create cohesive branding through marketing materials, logo and web design, social media, press coverage, and engaging events.
With recent leases from Boston-area tech leaders, such as mobile analytics firm, Localytics, Center Plaza is the newest destination for innovative startups in Boston, and is an attractive option for its target market. Welcome to the “Center Of It All.”
The Revitalization of an Iconic Boston Landmark
After acquiring the crescent-shaped, 720,000 square-foot Center Plaza in the fall of 2014, Shorenstein Properties contracted Nickerson to oversee all public relations, social media, creative, and event services in an effort to placemake and revitalize the tired, outdated asset. Working collaboratively with the ownership team, CBRE/New England, Newmark Grubb Knight Frank, and CBT Architects, Nickerson employed an aggressive campaign to create a cohesive rebrand of Center Plaza as “The Center Of It All.”
Graphic & Web Design
After conducting a thorough study, and incorporating feedback from all parties, Nickerson’s in-house creative team delivered a sleek, timeless logo. The design of the “C” and the “R” give nod to the curvature of the building, and the color scheme draws from iconic influences nearby. A new website was designed and launched to showcase the transformation of the building and highlight its state-of-the-art amenities, complete with renderings, neighborhood attractions, leasing opportunities, and broker contacts.
Public Relations & Social Media
Welcome to “The Center Of It All.” Nickerson’s goal was to highlight Center Plaza’s centralized location in Boston’s Government Center district, boasting easy accessibility and a work/play atmosphere. The public relations team shared Shorenstein Properties’ $25 million vision for the property as it passed through BRA approval processes, which included significant renovations to the street-level interior lobbies, exterior walkway/breezeway areas, and rooftop level. Social media campaigns established a “personality” for Center Plaza, keeping followers in-the-know about all building activity, Boston’s growing tech community, neighborhood events/activities, and much more. Since the Nickerson team implemented its marketing campaign, Center Plaza has become the most followed building in Boston, boasting more than 6,300 followers.
Taking advantage of the existing raw space during the building’s transformation, Nickerson developed and hosted VIP receptions overlooking events such Boston Calling and the New England Patriots Super Bowl Victory Parade in 2015. The team also coordinated real estate focused education and networking events, as well as several broker open houses. The lobby was also transformed into a pop-art gallery space featuring local artists’ works, fully embracing its location at “The Center Of It All.”