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The following news articles are geared toward students and other professionals.
Design Visualization Firms
A Q&A with Neoscape’s new creative director Jill Krupp Print E-mail
Thursday, 19 June 2014 07:20

With over ten years of expertise in real estate, architecture, design, luxury goods and media, Jill Krupp has joined Neoscape as a Creative Director.

Jill has extensive experience that makes her an asset to the team, having served as the Associate Director of Marketing and Branding for Aby Rosen’s real estate firm RFR, where she directed and managed integrated marketing campaigns, brand creation and design initiatives for the firm’s commercial, luxury residential, hotel and retail properties and new developments in New York, Miami, Tel Aviv and Germany.

Jill’s background is rooted in creating a customer experience across marketing platforms, using interactive graphic elements within her work to communicate a vision, create brand awareness, and sustain a project’s identity once it has been realized. But there’s still so much more to know about Jill. So we asked her some questions. Here’s what she had to say:

 

 You have a ton of experience working with all types of clients in real estate, architecture, and design. What is one of your favorite projects you have worked on?

Throughout my career, I have been fortunate enough to work on marketing campaigns for some of New York’s most iconic buildings, including the Seagram Building, the Lever House and the Gramercy Park Hotel. I’ve been in love with these buildings for years, so working with them was really a dream come true for me!

What is your favorite aspect of the branding and design process?

In my opinion, some of the most successful projects are those that are approached holistically- where the landscape and architecture are reflected in the branding and design. Finding an intelligent and creative way to successfully accomplish this is my favorite aspect.

Who would design your dream apartment/house/residence?

That’s easy- my fiancé and favorite architect Juan Uribe. His firm Pauli & Uribe Architects restores townhouses throughout Beacon Hill, Back Bay and the South End, and they do exquisite work. We always joke that with my love of architecture, it’s a good thing I love his work.  Otherwise, we might not have made it to a first date!

 When you’re not running killer campaigns for clients what do you do to have fun?

I was a dancer growing up, and I still love taking ballet classes. I LOVE to ski.  I’m a big reader and have read almost everything by Japanese author Haruki Murakami. I also watch a lot of old movies- Hitchcock’s are my favorites.

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ICSC RECon Recap: Sharing news from Las Vegas Print E-mail
Monday, 02 June 2014 11:37

Two weeks ago, we attended ICSC’s annual RECon event in Las Vegas. RECon is the global convention for the shopping center industry and provides huge networking and educational opportunities for retail real estate professionals. With over 1 million square feet of conference space and over 33,000 attendees, we covered a lot of ground and a lot of networking. We had over 20 client meetings with clients including Vornado and New England Development and networked with several real estate professionals on future projects. A few of our clients displayed Neoscape work such as:  Federal Realty and Thor Equities.

Here’s a look at our team throughout the conference:

To close out the great week, three of our blog posts were featured on the official ICSC blog during RECon. Check out our posts from Rodrigo Lopez on luxury marketing, mixed-use marketing and why brand storytelling needs to evolve for the mobile age. We’re already looking forward to next year and other regional ICSC events.

 

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The Three Secrets to Marketing Mixed-Used Developments Successfully Print E-mail
Monday, 19 May 2014 12:16

Mixed-use real estate developments have never been more popular because of the proven success that can arise out of combining housing, retail and office space.  But they can be a challenge to market. There are often at least three distinct audiences: people who want to buy or rent a home that checks all of their boxes; shoppers who may already have a lot of choices; and business owners who must balance providing amenities with the price-per-square-foot of their office space.

The good news is it’s not impossible to market a mixed-use development well. And there are many examples of real estate companies that have succeeded. So what are the secrets to success? Here are three tactics:

1.     Be less literal with words and images. Instead of having intensely detailed marketing collateral developed for each type of space, consider approaching the project holistically so that the whole is more appealing than its parts. Think about a higher-level message that could appeal to all of the audiences. For example, at Assembly Row (the site of a former Edsel assembly plant) in Somerville, Mass., Federal Realty chose to use the word “Assemble” or “Assembly” as a key verb or noun in its messaging, while also serving as a double entendre that all of these uses are being assembled together for the greater good.  Creating films or renderings is another way to be less literal. They can be evocative about a vision or a general location, without getting caught up in the details of what an office, apartment or storefront will look like, while providing overarching branding for the site.

2.     Develop an App. Think about your poor salespeople! You have brokers trying to lease office, retail and rentals – or maybe even selling condos. Do they all know the big picture story? Each target will want to know: who is going to work/sleep/shop here? An app allows for salespeople to toggle through various stories, renderings, concepts, floor plans, providing that finer-grained detail when necessary, but also packaged in a way that connects the dots and shows the multiple layers of collateral. Having something tangible is always important in a sale.

3.    Don’t ignore the actual site, even if it’s a dirt pile. That may sound scary, but getting potential customers comfortable with a place is often the first step in making them want to go more often. Even before you break ground, this approach builds momentum through branded events such as food truck festivals, movie nights, concerts or art shows – it is essential when you have the challenge of trying to reposition an area in addition to marketing mixed-used projects.

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The Three Secrets to Marketing Mixed-Used Developments Successfully Print E-mail
Monday, 19 May 2014 12:16

Mixed-use real estate developments have never been more popular because of the proven success that can arise out of combining housing, retail and office space.  But they can be a challenge to market. There are often at least three distinct audiences: people who want to buy or rent a home that checks all of their boxes; shoppers who may already have a lot of choices; and business owners who must balance providing amenities with the price-per-square-foot of their office space.

The good news is it’s not impossible to market a mixed-use development well. And there are many examples of real estate companies that have succeeded. So what are the secrets to success? Here are three tactics:

1.     Be less literal with words and images. Instead of having intensely detailed marketing collateral developed for each type of space, consider approaching the project holistically so that the whole is more appealing than its parts. Think about a higher-level message that could appeal to all of the audiences. For example, at Assembly Row (the site of a former Edsel assembly plant) in Somerville, Mass., Federal Realty chose to use the word “Assemble” or “Assembly” as a key verb or noun in its messaging, while also serving as a double entendre that all of these uses are being assembled together for the greater good.  Creating films or renderings is another way to be less literal. They can be evocative about a vision or a general location, without getting caught up in the details of what an office, apartment or storefront will look like, while providing overarching branding for the site.

2.     Develop an App. Think about your poor salespeople! You have brokers trying to lease office, retail and rentals – or maybe even selling condos. Do they all know the big picture story? Each target will want to know: who is going to work/sleep/shop here? An app allows for salespeople to toggle through various stories, renderings, concepts, floor plans, providing that finer-grained detail when necessary, but also packaged in a way that connects the dots and shows the multiple layers of collateral. Having something tangible is always important in a sale.

3.    Don’t ignore the actual site, even if it’s a dirt pile. That may sound scary, but getting potential customers comfortable with a place is often the first step in making them want to go more often. Even before you break ground, this approach builds momentum through branded events such as food truck festivals, movie nights, concerts or art shows – it is essential when you have the challenge of trying to reposition an area in addition to marketing mixed-used projects.

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Why brand storytelling needs to evolve for the mobile age Print E-mail
Friday, 09 May 2014 09:08

The chief marketing officer of a Fortune 500 company was pleased with the company’s re-brand. There was a new logo, font and tagline, a new website and, of course, a new story about their “new and improved product.” It all looked great on the storyboards in the conference room. It even looked good on the desktop computer screens. And, yes it looked great on billboards and TV ads.

 

But something was missing. Most of their target consumers, those between 18 and 34, were eschewing television and print media, instead relying on their smart phones and tablets for, well, everything. The CMO knew this, of course, but assumed what many do: that mobile marketing simply meant ensuring the company’s website had responsive design so that the same content can be viewed on a hand-held device. She also knew that iBeacon or other forms of geo-location would help in the targeting of ads based on a user’s GPS tracking. But beyond that, she considered mobile just another platform to tell the same story.  That was a miss.

 

Storytelling fundamentals – whether for books, movies or branding — have not changed; the goal is still to engage the audience and make them care about what you are saying. But technology is enabling businesses to engage with consumers in new ways, so much so that by not considering different forms of storytelling for handheld devices, you’re leaving engagement on the table.

 

So here are some principles for storytelling in the mobile age, ones that any CMO could easily implement.

1.       Pare it down.  Every story starts with strong branding, naming, messaging and visuals, but when viewed on the smallest screen, these elements need to be simplified so as to be more clearly understood.  This might mean ensuring that photos of a place or product are crisp and uncluttered.

 

2.       Make it bite-sized. Because people using a mobile device typically are on the go and pressed for time, give them lots of content options but make it all more digestible in small time increments.  Don’t assume they want to navigate a traditional website with multiple pages.  Create layered storylines to tease them. Make them want to come back for more. Or better yet, have them ask for it, like signing up for a 30-second film series.

 

3.       Go nonlinear. Lose the typical chronological flow of a storytelling arc. A non-linear approach can add a sense of intrigue, inviting the viewer to embark on their own adventure, making the experience more interactive and exploratory. When not done well, however, this technique can create confusion. So be sure to do it right and test it.

 

4.       Require interactivity. Offer ways for the audience to become part of the story, such as a treasure hunt using GPS, real time feedback via social platforms like Facebook, Twitter, and Instagram, and inviting others to participate in the program.

 

And before we say that this is the end of the story, we felt it was important to mention that the CMO at the top was fiction. But as the Nobel Prize-winning author Doris Lessing once said: “There is no doubt fiction makes a better job of the truth.”

 

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Copyright © 2014. Robert Hewitt | Clemson University professor of Landscape Architecture.
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