Research • Strategic Planning • Brand Positioning • Corporate Identity • Social Media • Advertising
Public Relations • Website Development • Video Content & Production • Media Strategy, Planning & Buying
Management of Strategic Partners • Corporate Sponsor Management
Brookfield Office Properties is a commercial real estate company that owns, manages and develops premier buildings in the world’s most dynamic cities, including New York (World Financial Center), Washington, Houston, Los Angeles, Toronto, Calgary, London, Sydney and Perth.
For over 25 years, Arts Brookfield has been Brookfield’s principal and differentiating corporate social responsibility initiative, presenting world-class arts and entertainment programming free of charge to millions of residents, tenants, retailers and employees.
Arts Brookfield artists have included: BB King, Bill T. Jones, Phillip Glass, Elton John, Laurie Anderson, Buddy Guy, Sharon Jones, and The Black Keys.
We were retained to leverage Arts Brookfield’s 25th Anniversary as an opportunity to reinvigorate the brand, creating a platform to:
- Increase brand awareness, understanding and engagement among key audiences – current and future tenants, local community, real estate and business communities, government, retailers, arts communities and visitors
- Elevate and enhance Arts Brookfield’s reputation as a world-class presenter of free arts to the public
- Promote Brookfield Office Properties as an innovative corporate leader and workplace innovator “doing good”
The agency sought to position, differentiate and promote Arts Brookfield’s local and global program with the umbrella theme “Art Set Free,” emphasizing the accessibility and attitude of their arts and performance — always free of charge and not beholden to the confines, traditions or business models of box-office-driven venues.
To advance this positioning, we created a new logo and identity that were bold, clear and contemporary. Our system united all corporate identity, programming collateral and advertising, on-site signage and digital properties with a flexible but distinctive look and signature graphic elements.
The agency also developed a global, participatory campaign online to generate awareness and engagement via social media, advertising, public relations and strategic partnerships — all reinforced by on-premise marketing and leveraging Brookfield’s locations in key markets around the world.
Our integrated campaign incentivized engagement by inviting the public to help Arts Brookfield “Set Art Free” by submitting their own work online via Facebook, Instagram, Tumblr and Twitter to be displayed on special 25th Anniversary video installations at Brookfield locations.
Overall Campaign Measurement
Raise awareness about Arts Brookfield and increase engagement with key audiences in Brookfield markets.