Penn Field is a historic, 11-building office campus on South Congress. Tenants at the property include a healthy mix of iconic Austin brands and national names, including Deep Eddy Vodka, High Brew Coffee, Gibson Guitars, and Pandora. 

 

AQUILA was awarded the leasing and marketing of Penn Field in June 2020, at the height of the COVID-19 pandemic. Our primary goal was to bring traffic (and leases) to Buiding E, a new 44,000-sf building that delivered in early 2020.

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From a marketing perspective, I had three key initiatives: 

• Present a cohesive brand. Penn Field was well known in the brokerage community, but the marketing materials lacked cohesion. There were multiple iterations of the logo in use and no standardization in the fonts, colors, tone, or messaging. We didn't need a full branding initiative, but a refresh to shore up the logo and formalize brand standards. 

• Tell an emotional story. The second you set foot on the Penn Field campus or talk to any of the tenants there, you know it's a cool place to work. There's a community that exists within the campus, that can't be conveyed in still photos and graphics. We needed to work with the tenants to tell this story in their own words. 

• Elevate the digital presence. Because of the travel and in-person meeting limitations caused by COVID-19, it was crucial for tenants to easily experience the property without stepping foot on site. 

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We engaged Misfit Brands to refine the logo, establish brand standards, and design new marketing collateral. To tell the story of the campus experience, we produced tenant testimonial videos with interviews from Gibson Guitars and LemiShine. And finally, we made sure all of this was easily accessible on the property website, along with virtual tours of each availability, new photography, an interactive site plan, and more. 

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This cohesive and compelling digital marketing presence enabled the AQUILA brokerage team to secure F45 Training, an Australian company looking to relocate its U.S. headquarters from Los Angeles to Austin, as a tenant for the building. F45's leadership was able to virtually experience the project without traveling to Austin, and they were already in the early stages of presenting an LOI before anyone from their team visited the property in person. 

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In December 2020, F45 officially signed the lease for all of Penn Field, Building E.