Arena Tower is the Louis Vuitton Neverfull of office buildings. It’s big, it’s luxurious and something a lot of people want but not many can have. In addition to its scale and quality, the project is located adjacent to Austin’s new professional soccer stadium.
There was only one problem: nothing was there yet. The stadium was just a plan, the site was overgrown and the existing neighborhood was still on the verge of redevelopment.
To sell the vision for this ambitious project we were challenged to:
- Make the project feel exceedingly real
- Prove up an unproven neighborhood
- Show off the building’s laundry list of amenities while also striking an emotional chord
- Maintain an air of luxury and exclusivity that would attract an enterprise tenant.
While I normally bring in one agency at a time to complete a full campaign, to accomplish this tall task, I brought in the best-of-the-best agencies for each part of the project.
I chose Swoon, The Studio, a Dallas-based multi‑disciplinary design firm specializing in luxury branding, interior design, and art direction, to lead the branding for the project. With clientele such as Jerry Jones, the Dallas Cowboys and Lucy Billingsly I knew they could craft a brand as bold as the building.
For video, I tapped Kilograph, a Los Angeles-based creative agency that is my go-to firm for anything that needs emotional, evocative storytelling.
To craft the website I hired Misfit, a Dallas-based creative firm who I have worked with for over a decade, who has a knack for taking a suite of marketing collateral and transforming it into a seamless and beautiful online user experience.
Like a conductor, I coordinated all the vendors and stakeholders to produce a marketing campaign that played to our target audience like a harmonious symphony.
Check out the links on this page to experience Arena Tower for yourself.
Partners
Website: arenatoweraustin.com
Branding: Swoon, The Studio
Web Development: Misfit
Video: Kilograph
Project Deliverables:
- Naming Exercise
- Property Flyer
- Brochure
- On-Site Signage
- Concept Video
- Property Tour Video
- Lifestyle Video with Influencer Lauren Petrowski
- 5-Video Video Series with the President of FC Austin