Creative Brief

Memphis’ largest architecture and interior design firm underwent a full-scale corporate rebranding and official company name change launched January 2017, and in the process, relocated its 100 local employees from historic “cotton row” to the heart of Memphis’ downtown core on the 23rd and 24th floors of the One Commerce Square tower. The expansive changes were spurred by a leadership transition that had been in the works for over two years.

Principals aimed to use this time of growth and change as an opportunity to reconnect with the local business community while introducing a new generation of firm leadership. The in-house marketing team was asked to help strategize a well-rounded plan for brand awareness and special event marketing. Tactics included hosting open house events to attract traffic through the office, including inviting organizations like Project Destined and the University of Arkansas School of Architecture to hold events in the space (breathtaking views are a perk).

A ribbon-cutting celebration kicked off the campaign on January 26, held to recognize the design and construction team who delivered our office project. A media tour was held in conjunction to garner community awareness before the official May 4 Open House event. Press releases, event invitations and other materials were designed with new brand graphics and brand messaging featured prominently. Between January and June, ongoing press placements, strategic ad placements, and social media videos/postings worked to provide continued brand awareness, helping to increase attendance at the May Open House and achieve successful, tangible campaign results.