Open House: Archives

For most people, when you think of creative minds, you naturally think about the arts, music or dance. Science and technology rarely come to mind. But it’s obvious that in order to develop innovative ideas, creativity is an essential part of what inspires breakthrough thinking. This was the shared vision in creating Dexter Station, a new 347,000 sq. ft. office building slated for South Lake Union.

PBDH was hired by Capstone Partners to create the brand strategy, naming, identity and sales brochure for this office building targeting the big brains in technology, life sciences and other innovation industries–scheduled to be completed in late 2009/early 2010.

Everything from the cascading building architecture to the three-story interactive space we named "The Hub," fosters an engaging environment of collaboration and sharing of ideas. The brand positioning elements, including the sales brochure, were created with this in mind. The challenge was to capture the essence of the brains behind this creative hub in a dynamic way while still being relevant to the uniquely left-brained target audience.

With “A Place for Breakthrough Thinking” concept as the headline followed by “Fill Your Thought Bubble” on the inside front cover, we addressed the big thinkers, but with all the creativity and visual stopping power normally not associated with a property development brochure. The amenities and features are highlighted in cleverly built equations instead of the usual bullet points and the accordion fold interior opens up into an inspiring place of energy and movement with silhouettes forming the thought bubbles.

Now, let the real breakthrough thinking begin...