Case Study: Imperial Labs Branding Update

Role: Senior Marketing Associate
Duration: 12 Weeks
Company: Longfellow Real Estate Partners
Collaborators: Senior Leadership, Marketing, Property Management, Leasing
Digital Experience: View Experience

Overview

Longfellow Real Estate Partners launched a full branding update to unify four existing properties—Royal Center, Newcastle North, Venture Center, and Exchange—into a single life science campus brand: Imperial Labs. The initiative aimed to reposition the properties as part of a cohesive life science community while streamlining marketing, communications, and signage.

Responsive screens for Imperial Labs main page

The Challenge

Prior to the rebrand, the properties were marketed individually, creating fragmented visibility and reducing their competitive impact in a growing life science market. The challenge was to develop a new brand identity that celebrated the legacy of the existing properties while presenting a unified, compelling story to real estate brokers and the life science community. Additionally, the campaign needed to minimize rebranding costs while ensuring broad adoption and recognition.

Goals & Objectives

Unify four properties into one recognizable campus identity

Position Imperial Labs as a premier life science campus for brokers, tenants, and prospects

Develop new marketing materials to showcase the refreshed brand

Communicate effectively with both brokers and tenants through digital and print channels

My Role

Worked with the marketing team to update the logo and create brand guidelines for the Imperial Labs identity

Designed the interactive brochure that combined individual property highlights into one unified brand while still showcasing the features of each property within the Imperial Labs umbrella

Collaborated with a third party vendor on the design and execution of the email campaign introducing the updated brand

Partnered with leasing, property management, and senior leadership to align the updated brand across all communications and marketing materials

The Solution

Brand Identity: The Royal Center logo was repurposed for the new Imperial Labs brand, with its segmented design reimagined to represent each of the four properties, achieving brand cohesion while reducing overall signage costs.

Interactive Digital Experience: A dynamic digital presentation introduced the Imperial Labs brand, highlighting the combined scale, amenities, and opportunities of the campus.

Brochure Development: A new brochure was created to showcase the refreshed brand identity, provide detailed information on the campus, and serve as a leave behind for brokers and prospective tenants.

Email Marketing: Targeted email campaigns were deployed to introduce the new brand, engage real estate brokers, and communicate the vision of a connected life science community to current and future tenants.