Peachtree 25th
Redefining a property for a rapidly developing market.
Peachtree 25th pivoted to a tenant-first approach creating a more enjoyable work experience in order to keep up with changing market standards.
Sector
Commercial Real Estate
Client
NORO
Company
Stream Realty Partners
Project Duration
February 2018 - September 2020
Project Type
Branding, Environmental Design, UX Design, Digital Marketing, Editorial Design
01
The Challenge
Peachtree 25th was lost in time with a bad reputation in the market causing steadily declining lease capacity when the owner came to Stream Realty Partners. In order to compete in the Midtown Atlanta market, the amenities, building experience, and brand needed to be completely re-imagined.
03
Conclusion
The building was able to lease to a full capacity of a whopping 102 tenants, raise rental rates to submarket standard, and improve tenant retention and satisfaction by nearly 80%. By investing in the tenants needs and experience, ownership was able to get ahead of the inevitable tenant-favored commercial real estate market that was to follow.
Visual Identity
The primary emphasis of the building revolved around both softening its peculiar architecture and accentuating its environmentally conscious practices. Greenery played a central role in the vision of the architects and interior designers during the property's development. We aimed to harmonize colors and design elements with these green initiatives. Adopting a geometric approach, we sought to underscore the playful nickname associated with the property, known as "P25."
Signage System Design
Budget
Collaborators
Project Duration
$120,000.00
Square One Signs (Fabricators)
February 2019 - September 2020
01
The Challenge
With 120 tenant signage and wayfinding is extremely important throughout the property. The previous signage was scarce and mismatched, with little to no ADA compliance and tenants and their guests were consistently getting lost amongst the confusing building's floorplan.
02
My Role
The main goal was to create signage that provided clear, ADA compliant design that exemplified the brand. I created the designs within SketchUp and Illustrator and mocked up clear renderings for approval before testing and approving colors and materials, and organizing subcontractors and the project timeline.
03
Conclusion
We were able to use a conscious use of materials to create a seamless experience throughout the property. While the existing signage was not physically damaged, we were able to give life to the old materials. The design created a more modern experience, while the wayfinding strategy increased tenant satisfaction drastically.
60% of signs were recycled from existing site signage.
Parking Strategy
A major challenge for this project was navigating the expansive parking area and garages throughout the building's campus. After discussing with the tenants and conducting multiple on-site surveys, the main focus was safety and direction. The garages needed to be safer in both lighting, vehicle direction, wayfinding, traffic flow, and physical components for our older and disabled tenants, but the general population as well.
