PROJECT
Full Tank
“Optima were a key strategic partner in helping us to launch Think Tank. Their marketing strategy and creative vision were fundamental to the success of this project, both were innovative and expertly implemented.
The result is something which we are extremely proud of.”
Rob Smith, City of Lincoln Council
The City of Lincoln can offer innovative businesses in the area an inspiring and eco-friendly place to work... and Optima were the brains behind the name, brand and marketing of the project.
A new innovation low-carbon, cost-efficient innovation centre has been built in Lincoln. It consists of 21 managed offices and 9 workspaces, located within easy walking distance of the city centre and university campus. City of Lincoln Council hope the development will attract science-based innovative business, raise the profile of Lincoln and provide value in terms of investment and employment.
LINCOLN THINK TANK BRANDING
The award-winning £7.1m building, was designed by internationally renowned Marks Barfield Architects who have worked on a number of high-profile projects including the London Eye. This eye-catching building is clad in Rockpanel Chameleon, an iridescent material which refracts light, giving the building the remarkable ability to change colour. From one angle the colours are a military-looking bronze, black and dark green but as light changes or as you walk around the building they change to russet, lime green, vibrant orange and yellow. Julia Barfield commented: “Like flowers that use iridescence to attract pollinating bees, we wanted the building to reflect its aim of attracting innovative business and new talent.”
The building draws inspiration from its historical location as it is based on the former testing ground for the original military tank prototype during the First World War and towards the final stages of the innovation centre’s construction, City of Lincoln Council approached Optima to help them create a name and brand for the building. ‘Think Tank’ was born.
Although the name Think Tank may not be unique, no other name we presented came close to being so appropriate; it linked perfectly with the aim for the building whilst also acknowledging the history of the site on which it was built. We devised Think Tank’s strapline, ‘inspiration, innovation, enterprise’, to emphasise the brand values and aspirations and created a bold logo which echoes the building itself with 6 colour variants drawing inspiration from its colour-changing exterior.
Name and branding complete, we asked consultant Carole Broster Marketing to work with Optima and City of Lincoln Council to devise a marketing plan for the launch the of Think Tank, to fuel uptake of the workspaces and communicate the building’s presence to the world. Carole brought not brought considerable marketing experience to the table but her specialist skills in direct mail and data capture was invaluable in achieving maximum benefit from the marketing tools we created.
We developed the phrase ‘open for business’, as a theme to run through all of the marketing materials, as an affirmation of the reason behind Think Tank’s existence – and many of the items actually do have to be opened, examined and require interaction. For example, one of our mailers featured a Mikro Man created by Sam Buxton. We had come across Sam’s work previously and felt it reflected the type of innovation Think Tank was set up to nuture.
Sam’s Mikro Man sculptures are made using a chemical milling process he discovered in the electronics industry, to form a precision etched sheet of stainless steel that you can fold, much like you fold paper in origami, to form a free standing scene. Sam was happy to get involved with the Think Tank marketing, providing a bespoke run of his ‘Office’ Model featuring the Think Tank brand.
We continued this theme, using paper origami for another piece, designing a box consisting of complex flaps and folds which holds a mug inside with a heat activated design. This novel item was given to potential tenants who visit Think Tank on completion of their tour of the building.
Having a very detailed, focussed marketing plan helped us develop these very innovative marketing pieces, whilst ensuring they fit a specific purpose. We have created an exciting suite of innovative marketing materials that entice and intrigue the reader and used the opportunity to showcase techniques or materials such as the iridescent card on the outer of the brochure or the soft touch tactile invitation we produced for the Official opening.
“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 using innovative materials, forms and folds. The final suite of designs work brilliantly as a set and really celebrate this fantastic building and what it represents.”
Think Tank’s website - also developed by Optima again pays homage to the building with graduated tint page backgrounds which change colour while you’re reading the text. Built on the Expression Engine Content Management System it can be updated by Think Tank staff so that details of available workspace can be updated quickly, keeping the site accurate.
Despite difficult trading times Think Tank in Lincoln has exceeded its targets for recruiting tenants, receiving more enquiries and the units are being let to a diverse range of innovative businesses and organisations from university departments to a fitness training suite.
"When it came to designing the Think Tanks website, we knew the site had to be innovative and yet remain accessible. The final solution involved an animated gradient background, very stylised, angular shapes and abstract photograph, all the time we kept in mind that this site had to be viewed on a wide variety of medium, so graceful degradation of elements was essential"
Damien, Senior Web Designer, Optima
