Creative Brief

Jones Architecture’s “UP CLOSE” series provides a compelling way to showcase and educate audiences about the firm’s work. Using a custom-coded web platform, users scroll through a single project photo (or two) in an interactive experience as design details are revealed, highlighted and explained. Launched in October 2022, three projects were featured during 2022/2023 - each selected to target specific markets and work as a cross-promotional tool.

The impact of the series has been overwhelmingly positive – with each release of a new “UP CLOSE,” Jones has tracked website traffic spikes, noted increased awareness of the firm and fielded interest in the firm’s expertise from prospects who have given interview and/or bid opportunities.

The “UP CLOSE” platform offers the versatility to highlight details that might otherwise be missed. For example, the first in the series, The C. Gerald Lucey Building (a CLT project), focused on points about sustainability and wellness. The second, The UMass Hockey Locker Room, highlighted the components of a world-class locker room. The Innovation Campus for Northeastern University takes viewers on a deep dive into the school’s drone lab.

Multi-media/channel campaigns and the use of QR codes drive web traffic and views; Jones has printed postcards as handouts for conferences, building tours and direct mail, sent links through e-newsletters and shared on social media to reach a qualified audience of approximately 3,500 people. The success of the first three featured projects and campaigns in 2022/23 has set the stage for more in 2024.