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The Tank returns to Lincoln
08 June 2009
Optima Design is the creative force behind innovative new building's identity in Lincoln
An exciting new development in the City of Lincoln is set to offer businesses in the area an inspiring and eco-friendly place to work... and Optima were the brains behind the name, logo and marketing of the project.
Think Tank is a low-carbon, cost-efficient complex of 21 managed offices and 9 workspaces. The £7.1m building is beautiful, imaginative and impressive, as well as boasting state-of-the-art facilities and futuristic design. The name derives from the heritage of the location - the site is based on the former testing ground for the original military tank prototype during the First World War. As well as referring to the site’s history, Optima decided the name Think Tank was an appropriate reflection of the building’s innovative focus. The company also devised Think Tank’s strapline, ‘inspiration, innovation, enterprise’, which emphasises the philosophy behind the project, and their marketing line ‘open for business’, which cleverly plays on the reason for Think Tank’s existence.
Once the name had been selected, the next step was to develop the corporate ID. The shape of the logo echoes the building itself (part of the complex is shaped like tank tracks, which again reflects the military history of the site). The colours of the 6 variants of the logo also draw inspiration from the building. One of its most striking design elements is its unique Rockpanel Chameleon cladding, which has an iridescent, camouflage effect. The building has the remarkable ability to change colour, from greens to bronzes and blacks, depending on which angle it is viewed from and the time of day. The logo represents not just these colours, but also the acid greens, oranges used in the interior of the building. The tank inspiration comes into play once more with the application of the logo: Optima specified use of Rockpanel on the signage, together with a riveted bronze material reminiscent of the military vehicle.
Think Tank’s website - also developed by Optima - echoes the logo’s colour theme, with graduated tint page backgrounds which change colour while you’re reading the text. The site has been built for the Team at think Tank to update using a Content Management system to enable rooms under offer or woirkspace that is taken to beupdated quickly, keeping the site accurate.
Optima have worked with the Think Tank team to create a suite of Marketing tools to intrigue, inspire and convert viewings in to tennants.,The materials all fit into specific areas of the marketing plan devised by Carole Broster to fill the site. This includes brochures, direct mail and promotional items. The innovative nature of building is reflected by the in all the marketing materials and signage. The style and quality depicts the magnitude of the building. A key direct mail piece features Mikroman, designed by Stan Buxton, this little metal character comes complete with a desk, computer and other office equipment, a clear representation of Think Tank’s managed office space.
“In every aspect of this project, from the logo to the mugs, we’ve tried to capture the essence of this wonderful building,” says Jayne Waistell, Creative Director of the Think Tank project. “In some cases this was by using the shape, in other areas it was by focusing on the innovation, and in others by reflecting the military history of the site. The final designs work brilliantly as a set and really compliment this fantastic building."