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THE SQR

Location: Frankfurt, Germany
Solution: Leasing, Placemaking
Deliverables: Advertising + Digital + Environmental + Naming + Print + Social media + Strategy + Visual identity
Years active: 2021 - 2024
Asset class Macro Destinations
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Introduction

A landmark, an icon, a gateway to the world, Frankfurt’s first business hub link to the airport.

The Squaire, Germany’s largest office building, required a new strategic positioning and rebrand to reinforce its uniqueness and values, as well as regain its status in the market. Saentys elevated this iconic building to the next level, creating a lively 24-hour destination.

We’ve crafted a brand story that ties together the hotel, office, retail, and F&B components into a distinct and authentic lifestyle destination that resonates with all our target audiences. Our aim is to create a brand experience that showcases what it means to be part of the SQR community and establishes a genuine sense of place.

 

The logotype was refreshed, using the association of the airport code to further establish the position of the destination and its ultra connectivity.

 

The brand we created communicated the project’s sense of 24 hours and connection to the world, deploying a vibrant and evolving colour palette and playful typography, creating movement and frames, completed with positive and dynamic people at the front of all.

 

 

 

 

 

 

 

 

 

 

 

We also designed an office leasing campaign and a set of marketing tools to promote the destination itself. This includes: Photoshoot, interactive presentation, leaflets, website, social media campaigns with mini-videos, onsite advertisement, film and marketing suite concept. Together they tell the story of the project, animate the brand and showcase the holistic and diverse world of the Squaire.

We created a full digital experience with the website, a place where people can be inspired and discover all the offerings and benefits of the Squaire. Its principle features include homepage animations, short films, typography, maps, and stats.