The Issue
After fifteen years, listed on the NYSE, SL Green has grown to be New York City’s largest commercial real estate owner. How do we create a communication strategy that celebrates SLGreen’s accomplishments, while looking forward to a future of growth? How do we create a message that resonates with all stakeholders? How do we tell a story that works across all media?
The Strategy
Create a memorable story about SL Green that communicates a fundamental strategy that has lead the company from a small IPO to NYC’s largest commercial real estate owner. Tell a visual as well as verbal story—the story of a company that has grown from the side streets to the avenues.
The Outcome
A focused message based on SL Green’s core strategy of buying properties close to the City’s transportation hubs—which just happen to be the cities most desirable corporate and retail locations.
“It” Happens Here
This is a theme that gets at the core of the SL Green message: Our investment strategy does not falter — it’s built around location and convenience. And we have been on target, again and again. We are New York real estate —a dominant presence at the heart of where people and businesses intersect.
While elevating “It” to be an active word:
In the world of real estate, New York City is where it happens…and, in the NYC real estate market, SL Green is it.
For the print annual report we utilized two core aspects of the print experience:
1.) You can—to a certain degree—control the user experience
2.) Use the physical nature of print to engage and inform the reader
The result is a book that uses good story telling as a vehicle to carry a consistent, engaging message through a variety of “print-interactive” chapters.
