When UK-wide developer, Drum Property Group, embarked on the creation and construction of a multi-million-pound business park in Aberdeen, it enlisted Fifth Ring’s help to attract interest from the local business community.
With a number of other business parks opening elsewhere around the city it was important to differentiate this development from its competitors. We created the ‘Prime Four’ brand to highlight the development’s key distinctions; prime business space located only four miles from Aberdeen City Centre.
However, the location was only part of the story we were keen to tell. The personality of the Prime Four brand had to correspond with the underlying design principles of the development, representing as it does, a modern working community with managed services, encouraging convenience, efficiency, and a healthy work/life balance.
To capture this essence, we conceptualised the transformation of the planned communal recreation area into ‘The Fourcourt’; a space styled to honour, and bring together, the industries and tenant staff that would inhabit the space.
Although the first phase of the development had already been let, due to the considerable profile and preparatory sales diligence undertaken by Drum in the market, the developer needed to target potential building owners, so we created a brochure-come-schedule that would attract these longer-term investors.
The collateral was carefully designed to reflect the premium nature of the business park, and the associated website was kept crisp and clean, letting the key messages tell
Two subsequent letting brochures have targeted tenants for Phases Two and Three, focusing more on the lifestyle and service benefits of renting office space at Prime Four.
With the conceptual phase complete and tenants moving in to their new offices, we have evolved the campaign to focus on tangible aspects of the development