Imperial Labs Branding Update

Overview

Imperial Labs is the unified life‑science campus brand developed to bring together four previously independent Longfellow properties—Royal Center, Newcastle North, Venture Center, and Exchange—under a single, cohesive identity. The rebrand addressed fragmented market visibility by creating a streamlined story that honored each property’s legacy while positioning the campus as a premier destination for brokers, tenants, and prospects. The initiative included a refreshed brand identity repurposed from the Royal Center logo, an interactive digital presentation showcasing campus scale and amenities, and a new brochure designed to communicate the campus vision across digital and print channels, all while minimizing rebranding costs and strengthening recognition within the competitive life‑science market.

Details

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

Brand Development

Collaborated with the marketing team to refresh the logo and build cohesive brand guidelines for the new Imperial Labs identity.

Unified Design

Designed the interactive brochure that merged individual property highlights into one campus brand while preserving each site’s unique features.

Cross-Team Alignment

Partnered with leasing, property management, and senior leadership to ensure the updated brand was consistently applied across all communications and marketing materials.