Reimagining the Expected

When we were invited to pitch for a portfolio of buildings in Herndon, VA, we were eager to illustrate our creative approach.

And so our team deconstructed the property to analyze what made it unique. Then, we took those pieces and began rebuilding them with fresh eyes to imagine an exciting destination far beyond the expectations of a flex industrial park.

The result was a bold vision of a connected community, one that combines an active outdoor lifestyle with flexible on-site amenities, and a tree-lined pedestrian avenue that transports guests to a better way of working.

Scope

Strategy, Branding, Copywriting, Design, Vendor Management

Client

Penzance Real Estate Partners

Vendors

High Rock Studios (video production)

Winning the Business

Competitors came ready to discuss what the client asked for. We anticipated what the client wanted.

We laid out a clear vision with specific examples of how our client could position themselves to stand out in a crowded marketplace, and backed it up with easily digestible data visualization that validated the financial merits of our proposal.

What's in a name?

"We needed a brand that communicated our vision to the marketplace - one that would help prospects remember what makes this place unique."

Marker 20 invokes an essential differentiator - the property's direct access to the Washington & Old Dominion Trail. Traveled by thousands of bicyclists and joggers each day, this trail would be key in our efforts to secure an on-site brewery while providing guests car-free travel to nearby Reston Town Center and downtown Herndon.

We were challenged to build excitement for the project as the property owner planned its redevelopment. With little imagery to work with, we had to think outside the box to best market this new vision.