Aperture

I worked in real estate branding for years. This project is in Del Mar, CA in San Diego County. I lead the strategy and the creative direction for this life sciences brand. We targeted it to the leaders of life science companies and spoke their language. We helped the developer land a single tenant.

BRAND STRATEGY

Aperture Del Mar is the newest and most amenitized life sciences campus in San Diego County. To make it relevant to the people who will soon work there, we positioned the campus as a STATEMENT. It makes a statement to the area, the market, and employees.

To communicate this statement we fashioned a series of campaign-like brand expressions from the identity to communications to help lift the development off its foundations.

COPYWRITING

In order to reach the audiences in our area, we wrote to three target personas. These were representative of the leaders, employers, and industry icons in life sciences in the area.

Our challenge to them was to think about how this campus could bring to life their ideas and aspirations. By pairing this copy with high-end portraiture, we reframed the conversation about real estate away from square footage to human needs.

WEBSITE COPY

The website brings to life all the features of the development for all audiences.

The copy drives forth the brand statements and keeps up the challenge/inspiration pairing.

It sets the stage for strong market awareness and rapid lease up.

www.aperturedelmar.com