| Mutual Capital Limited Nexxus Building
2010 REBRAND 100 Winners > merit
Industry: Construction/Property Development
Component Rebrand
Country Base: Hong Kong SAR
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Our client acquired a mixed use office and retail building, located on the Western fringe of Hong Kong’s Central district which is home to the city’s legal and financial sectors. The building had a legacy reputation as the former HQ of Hang Seng Bank and was to undergo total refurbishment.
Challenge - In order to maximize revenue performance, the building needed to attract quality tenants paying higher rents; the refurbishment was part of the equation but strong branding was needed to help overcome legacy associations with the former tenant and counter any potential negativity about the non-core-Central location.
Strategy - A collaborative process led to the brand being built upon the idea of connectivity. This idea was not only credible (through a proposed pedestrian airbridge linking to Central’s existing infrastructure and amenities), but also countered concerns over the non-core location. To crush the legacy tenant associations, a distinctive new name was created - NEXXUS BUILDING (a ‘nexus’ being a point of connection). A range of compelling marketing collateral was produced, targeted separately for the office and retail markets yet consistently carrying the message of connectivity through the signature ‘XX’ graphic motif and the no nonsense tagline “XX marks the spot”.
Result - The NEXXUS Building rebrand has been a runaway success, transforming a dated, legacy building into a brand in demand. Tenants now include major international finance brands, such as MSCI, Grant Thornton and Fidelity, and boutique luxury retailers such as Cartier and Omega. Average rents have almost doubled.
Credits:
Client: Mutual Capital Limited - www.pamfleet.com
Directors:
Director: Andrew Moore
Director: David Holdsworth
Director: Bruce Walker
Project Team:
Associate Director: Kelvin Wong
Associate Director: Jasmine Wong
Project Manager: Flora Tong
Technical Manager: Philip Wong
Brand Strategists/Designers: Lloyd Northover Hong Kong - www.lloydnorthover.com
Project Leader:
Joint CEO, Asia Pacific: Laurence Lloyd
Consultancy:
Consultancy Director: Rachel Vickerstaff
Project Management:
Project Director: Sean Cheng
Project Manager: Mai Dizon
Creative Team:
Creative Director: Michael Hart
Designer: Michael Murdoch
Designer: Eric Wu
Production:
Production Manager: Josephine Chow
Studio Manager: Macy Chiu
Real Estate Agency: Jones Lang LaSalle - www.joneslanglasalle.com.hk
Project Leader:
Regional Director, Head of Markets, Hong Kong: Gavin Morgan
Project Team:
National Director, Markets: Andrew Tangye
Director: James Harper
Associate Director (Agency): Laurens Chan
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