CORPORATE MARKETING FOR A
LIFE SCIENCE REAL ESTATE DEVELOPER
TWO CORPORATE MARKETING INITIATIVES FOR A LIFE SCIENCE REAL ESTATE DEVELOPER: THE LONGFELLOW LENS, A QUARTERLY NEWSLETTER FOR THE BROKERAGE COMMUNITY THAT INCLUDES FIELD NOTES, A GROWING VIDEO SERIES, AND THE MILESTONE RECOGNITION PROGRAM, AN OUTREACH INITIATIVE CONNECTING THE LEASING TEAM WITH NEWLY FUNDED COMPANIES.
Scope:
Naming
Brand Development
Copywriting
Print and Digital Collateral
Video Direction
Team:
Jessica Haberer, Creative Director, Brand Identity, Graphic Design
Bre Alarcon, Sr. Graphic Designer
Eric Davidson, Motion Graphics Designer
Andy Jacobsohn, Photo/Video
PROJECT BRIEF
The Ask:
The Direction:
The Lens needed to give brokers simple, repeatable insights they could use on tours — information the developer already had inside knowledge of, saving brokers the research and making Longfellow their go-to resource. The Milestone Recognition Program needed a package that would catch the attention of newly funded companies unfamiliar with Longfellow, introducing the brand at a key moment of their growth.
For The Lens, I art directed a motion graphics designer to animate Longfellow's existing logo, establishing The Lens as a distinctive sub-brand — its mark shifts from the corporate logomark into an opening and closing aperture, echoing "the lens" itself. I then developed the newsletter's digital format using Ceros, integrating it directly into the company website with built-in animations and interactions to hold the attention of brokers known for short attention spans. I've since grown The Lens into video with Field Notes, a new series giving brokers another quick, digestible tool for tours. The first episode features one of our design partners, a lab architect, using a fun, quirky tone and sound design to keep it easy to watch and share.
For the Milestone Recognition Program, I directed a congratulatory package designed to stand out on arrival to a recipient unfamiliar with who was sending it — pairing a personal, handwritten postcard with a custom properties deck styled like a Pantone book, doubling as a coffee-table piece. I also built a companion follow-up website, giving the leasing team an additional tool for continued outreach.
The Outcome:
The Lens holds broker attention in a way most corporate newsletters don't — readers spend an average of 1 minute 10 seconds with each issue, with open rates ranging from 35% to 52% across regions. Field Notes has extended that engagement into video, with brokers sharing episodes on LinkedIn — turning an internal marketing tool into something brokers actively promote on their own.
