The starting point for the collaboration between PGIM and GABC was the modernization and technical improvement of an existing property on Lise-Meitner-Strasse in the new City West neighborhood of Frankfurt am Main.
In contrast to new construction projects, the LINK project made use of the existing architecture. However the property was rethought from the ground up and, in collaboration with the firm .bieker Architekten, new architectural ideas were put forward. This allowed the property to evolve according to the rapidly changing requirements of office buildings.
PGIM Real Estate is the global real estate investment arm of PGIM, which is part of the U.S. life insurance company Prudential Financial. Founded in 1970, the company is one of the largest managers of institutional assets, with offices in 18 cities around the world. In Germany, PGIM Real Estate is represented in Frankfurt am Main and Munich.
Naming & tagline development
Corporate design systems
Guidelines & templates
Brand activation & experience
Content & media strategy
Brand implementation & rollout
The strategic and conceptual task was to define a positioning and brand idea that combines architectural characteristics with a relevant value proposition for companies and their employees.
The property's convenient location in the up-and-coming City West district is a clear advantage, as the neighborhood links Bockenheim with the city center.
But its location is not the property's only "connecting" quality. Thanks to state-of-the-art digital infrastructure and flexible space concepts, the property is perfectly equipped to meet the changing requirements brought about by the New Work paradigm – and thereby also serves as a link between individual and collective work as well as leisure and work.
The name LINK reflects these various connecting functions of the facility and its location.
Building on the conceptual development, we translated the distinct value proposition into a powerful, confident and differentiating brand identity. The modularly designed marketing concept in digital channels, sales brochures, as well as on-site at the building, serves to underline the flexible spatial concept.
Prospective international tenants can explore and experience the location thanks to a location guide integrated into the communication, which reveals the cultural and culinary offerings in the vicinity.
Thanks to the close cooperation between clients, architects, brokers and GABC, it was possible within a compact branding process to develop a market presence that can be directly aligned with the new working realities.
LINK was successfully positioned and marketed in an unusually dynamic market environment. Today, LINK forms a valuable part of the PGIM portfolio – not least thanks to a very contemporary value proposition and a powerful brand identity.
From stock exchange to financial infrastructure provider.