Blog

Recent Renovation: Branding & Marketing for Farley White’s Commercial Real Estate Properties in Lowell

 

Farley-White

 

Farley White Interests is now the largest commercial real estate property owner in the city of Lowell. Their properties include three commercial office buildings as well as a self-storage facility. Farley White enlisted the help of Clockwork to market their properties to brokers and prospective tenants, positioning Lowell as a smart investment and desirable location for office space.

Clockwork designed a family of pieces that work together as a consistent, branded package. We began by developing property names and URLs for each location. Then, we developed logos, brochures, and websites, as well as a flexible email marketing template the firm can use to promote their properties to brokers and communicate with tenants.

Once the four names were approved, we created a set of illustrative, circular logos. The established color of each logo carries through to the respective brochure and website.

Offices-at-Boott-Mills The logo for the Offices at Boott Mills alludes to the history of the cotton mill by using a magnified “weaving” theme. We chose a bright olive green for this palette color, as it works well with the brick structure and time period of the architecture.
Cross-River-Center The Cross River Center logo incorporates modern, abstract lines and shapes that suggest movement and water flowing. We chose a brighter blue color for this logo to stay with the water theme and have a “techie” flare.
Wannalancit-Mills We modified the existing Wannalancit Mills logo emphasizing the building’s tower, and chose a rich red for this palette color to complement the location’s warm red brick tones.
Boot-Mills-Storage For Boott Mills Storage we created a simple graphic of an open box and selected a bright orange color that will be highly visible on signage.

farley-white-brosNext, we created very attractive and informative brochures for each of the three office properties. The property brochures use eye-catching photography and concise copy to showcase the space, amenities, and unique selling points for each building and the city of Lowell. The tri-panel brochure layout accommodates floor plan inserts in the center pocket.

farley-white-websitesThe fully responsive websites feature a modern, scrolling page layout and include two rotating picture sliders, downloadable floor plan PDFs, a prominent map and contact form. Secondary page content includes information for tenants on dining, fitness, and conference center (as available at each location). The Boott Mills Storage site layout is slightly modified to include storage rental inquiry fields in the contact form. We custom designed and built all four sites using WordPress Multisite which allows Farley White to easily manage all content on a network-wide basis. The custom-designed “theme” can be modified to add other property websites as Farley White acquires more properties in its Lowell portfolio.