OBSERVATION DRIVE

After securing the exclusive leasing rights to 20400 and 20410 Observation Drive, it became clear that the dual-property listing needed a brand refresh. Originally called Observation Labs and outfitted with move-in-ready laboratory suites, the property was experiencing a downturn in leasing activity. Transwestern’s representing brokers and creative director proposed broadening the focus beyond laboratories to attract a wider range of medical tenants, as the building systems were already equipped to support doctors’ offices and surgical centers. I was brought on to expand this dual marketing concept, refresh the existing brand system while staying close enough to the previous system to allow the property time to slowly transition to the new visuals, and develop marketing materials to support the property’s leasing efforts.