REMBRANDT PARK
Challenge
Through a new place brand strategy, vision and experience master plan transform Ringpark from a dated 70’s office building into a vibrant blended work, play and learn campus for locals / workers and into an iconic destination for visitors.
Approach
Once the initial research, workshop information and user groups are defined and agreed the place brand strategy is developed. The place brand vision is explored to see how the different brand narratives and creative routes might play out for the individual user groups. By unpacking the story and retelling through the lens of each user group helps to define the environmental brand touch points and experience drivers. Each route informs the experience masterplan optioneering and how the experience drivers, commerical mix and services vary between each route.
Result
By amplifying the park location and creating a new destination strategy over three phases as the existing building was refurbished and two new buildings developed, Portland created a new name, ident, place vision / narrative, experience master plan strategy and associated marketing collateral b2b and B2c to communicate the change to different audiences and gain market traction.
