Avia Labs, Millbrae CA
Challenge
Longfellow, a respected developer of cutting-edge LifeScience and Lab spaces, embarked on a pioneering venture in San Francisco—a new ground-up LifeScience Lab building. Situated on the fringes of the city, the project was aimed at thriving within San Francisco's competitive healthcare and sciences hub. The challenge was to create a modern, collaborative, and amenity-rich property that would foster a sense of community and well-being, all while standing out in a bustling marketplace.
Investment Company
Longfellow
Size
315,000 SF
Location
Millbrae, CA
Property type
LifeScience Lab building
Solution
To effectively brand the new building, Longfellow turned to Torque for strategic guidance. Torque initiated a comprehensive client team workshop, delving into the essence of the project. Through a collaborative process, the story of the building evolved, culminating in the name "AVIA." This name resonated with the building’s hi-tech, collaborative focus. Torque then translated this into a compelling brand design, including a distinctive logo, all centered around the concept of intersections—the convergence of ideas and innovation.
To support the marketing efforts and leasing process, Torque crafted a full-fledged marketing presence. This included the development of a dynamic website, a captivating property video complete with 3D fly-throughs, a suite of collateral materials, and an effective email marketing program.
Result
With the fully realized AVIA brand, the property embarked on its market journey with a distinctive edge. Despite challenges in the market, the property launch garnered significant attention and interest. The powerful brand identity not only stood out but also drew potential lessees and stakeholders to explore the unique offering. AVIA's carefully crafted marketing materials, including the website and property video, conveyed the project's innovation and collaborative spirit, helping it carve a niche in a competitive landscape.
AVIA's market reception was marked by its differentiation from neighboring properties, evident even to those just across the street. The success of AVIA's launch validated the strategic approach taken by Longfellow and Torque.
