Dramatic transformation is kind of our thing, which is why we were excited to partner with Brookfield Properties to reposition Northbrook Court — a regional luxury shopping center in the North Shore of Chicago slated to undergo a complete metamorphosis in the coming years. Our challenge was to develop an integrated marketing program to support both the leasing process and future consumer-facing communications while the mall continues to operate during construction.
The first film for Northbrook Court leveraged mystery by partially revealing iconic elements of the development vision. In doing so, the film evokes a sense of curiosity and desire to learn more about what the future holds for this exciting transformation.
Our branding approach required a careful balance between the often diverging needs of Brookfield’s B2B and B2C audiences while embracing a spirit of discovery across all touchpoints.
The immersive 360-degree, 3D rendering of the development allows users to feel as if they’ve been dropped into the Northbrook Court wonderland on a gorgeous spring day.
The website was designed to capture the feeling of wonder evoked by the initial film and the brand as a whole. Users experience the thrill of discovery as they navigate through the site, drawn in by questions, hints, and a dreamy color palette.
A bespoke mobile application gives the development and leasing teams on-demand access to rich, data-driven interactive content for use in one-on-one and large group presentations.
At the end of the day, we were able to craft a solution that met Brookfield’s business needs and connected with the end-user at an emotional level. We successfully leveraged and integrated many of Brookfield’s existing platforms (CRM’s, CMS’s, etc), particularly with the website and iPad app, to create a cohesive campaign that highlighted the project in a unique and fantastical way.
Brand Strategy & Identity, Renderings, VR, Film, Property Website, Interactive Leasing App, Property Book
