The redefinition of a prime positioning in frankfurt.
The joint goal was to position the WestendCarré as a highly attractive business location in Frankfurt's sophisticated Westend district. The starting point was the modernisation and technical refurbishment of the existing property, planned in collaboration with .bieker Architekten, in order to significantly increase the attractiveness of the prominently located WestendCarré. This architectural reinterpretation was also the foundation for an equally sophisticated positioning and design language.
Founded in 1996 by the insurance group AXA, the investment company manages assets in Europe, North America and Asia. Ardian has over 700 employees in Paris and fourteen other offices (including Beijing, Frankfurt am Main, London, Milan, Madrid, New York City, San Francisco, Singapore and Zurich). The company manages the investments of more than 1,200 investors and administers a range of different funds covering diverse asset classes.
Since 2013, the company formerly known as “AXA Private Equity” has been operating under the new name Ardian.
Corporate Design Systems
Guidelines & Templates
Brand Activation & Experience
Brand Implementation & Rollout
Based on an extensive analysis of the property, the neighbourhood and the market environment, alternative positioning spaces for the WestendCarré brand were developed. These were rooted in the same basic understanding of the property, but opened up different possibilities for accentuating the brand visually and content-wise. Together with the client, an approach was chosen that emphasises not only the spatial and architectural quality of the property, but also the particularly attractive location in the Westend and the resulting recreational quality. This is an increasingly important benefit for employees which also encourages them to leave their home offices.
Based on the strategic and conceptual framework, the brand promise was translated into an unique, strong yet harmonious brand design. The modularly designed marketing materials in both digital channels, print as well as on-site at the building emphasised the flexibility, sophistication and unique location of the property.
The urban and central location, surrounded by Frankfurt's green Westend with its parks, galleries, gastronomy and bespoke retail, comes alive in all communication touchpoints. Both the choice of colours and materials were developed together with .bieker architects - in harmony with the new architectural language of the building.
“The architecture of the building reflects the openness and identity of the vibrant Westend”.
Due to the planning progress and the specific marketing schedules, a quick implementation of story and brand design was essential. Of particular relevance was the development of an engaging website and marketing brochure. Followed closely by the design of the signage and orientation system, the redesign of the entrance areas and tenant signs as well as the large-scale construction fence, intended both as an activation for potential tenants but also as a gesture of appreciation for the discerning public in Frankfurt's Westend.
The building's innovative and flexible spaces set new standards for the work of tomorrow. The play of forms, fabrics and building materials carefully complements the architecture of the existing building while completely reinterpreting it at the same time.
GABC developed a holistic overall appearance for the premises of the WestendCarré. Story, brand, visual identity, media, signage system, sales materials – the WestendCarré presents itself as an exciting place of tomorrow. The redesign of the green inner courtyards, the opening of spacious roof terraces, extensive green spaces and seating areas as well as modernised entrances now integrate the building harmoniously into the Wilhelminian-style neighbourhood.
LINK: Reimagining an existing
property for a new work reality.