T3 American Tobacco Campus, Durham NC

Challenge

Property owner and developer Capitol Broadcasting Company (CBC) partnered with Hines to create a bold campus expansion, adding multifamily, entertainment and two of the Hines proprietary T3 heavy timber frame office buildings.

Hines / CBC engaged Torque to develop a scalable branding strategy for the new development, beginning with naming the T3 buildings

Solution

Torque’s approach began with an emergent marketing strategy workshop to determine the property story, message, and creative and marketing strategy. With input from across the client teams, we identified core concepts of a bold development vision, local community partnerships, wellness, and a harmonious integration of new and old to honor and preserve the heritage of the campus and the metro area.

Torque marketing program elements include a visual branding system, website development, virtual broker leasing tools and assets, email marketing, social media marketing, signage, and direct-to-tenant broker sales support for out-of-market tenants.

Client Endorsement

“On behalf of the Hines project team, we cannot thank you enough for the ease with which your team has provided professional responses and quick diagnosis to the creative challenges associated with the launch of this unique project. We particularly appreciate the level of commitment and support to our presentation series now successfully launched with our brokerage community partners in Durham. We look forward to working with your team on future projects.”