Project
Innolabs
Client
King Street Properties
Location
Long Island City, NY
Services
Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings & VR, Film, Leasing Collateral, Property Website, Marketing Suite, Digital Marketing
As the life science industry continues to grow, developers are expanding into new neighborhoods and their ability to attract companies, and those companies to attract talent, is incumbent on promoting all that a neighborhood has to offer. Neoscape worked with King Street Properties, one of the largest private owners/operators of life science real estate in Greater Boston, to design and deploy a new brand and marketing strategy for an upcoming life science building in Long Island City, NY, marking the company’s first expansion into the New York City market.
~ Ed Jaram, Senior Director, King Street Properties
To set Innolabs apart in such a saturated industry, it was our job to uncover and highlight the project’s uniqueness. In the end, we developed a brand that was highly custom, rooted in life science, and reminiscent of the NYC market. The visual identity was inspired by life science clusters, playing on the idea of connectivity and tying in the project’s proximity to other science and institutional neighbors.
The neighborhood then became a central part of the brand story, expanding the offering beyond the project’s four walls. Long Island City has transformed into a new urban cultural center in recent years. It was our job to capture the area’s cool factor through lifestyle photography and videography. We dug deep into the neighborhood, exploring its hidden gems and leveraging our local employees with knowledge beyond the traditional office marketing.
To drive people to the site, Neoscape’s Digital Marketing team developed a cross-channel digital marketing strategy, which includes ongoing SEO and social media marketing to reach a core audience of life sciences decision-makers. The goal was to establish Innolabs as the leading life science space in LIC, drive brand awareness, and attract life science tenants. Our SEO work allowed the site to reach first-page rankings in a matter of weeks for branded keywords and local searches, working alongside our social media marketing efforts to achieve big wins for the website and keep Innolabs top of mind online.
monthly traffic vs. competitors
reach per week
increase in site visibility
Team
King Street Properties
GFP Real Estate
Perkins and Will
Newmark
Services
Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings & VR, Film, Leasing Collateral, Property Website, Marketing Suite, Digital Marketing
Website
