Property developer Hammerson needed to attract potential City tenants to its newly refurbished office space in 99 Bishopsgate. Not an easy ask for a building built back in the mid-seventies, and surrounded by shiny modern landmarks. Our challenge was to make people sit up and take notice of this not-so-new kid on the block.
Our solution was to position 99 Bishopsgate as the wise choice, focusing on the building’s virtues of trust and understatement. We used proverbs old and new to convey the benefits of the building, and avoided clichéd cappuccino-sipping photography in favour of genuinely insightful insider tips about the area. Refined typography and a muted colour palette ensure the building stands out against its glossier neighbours.