36 Squared

At 36Squared, people come for the space and stay for the inspired business-to-business community!

Strategy Development + Consulting + Website Design + Real Estate

About This Project

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Comrade was brought in to develop an energetic and visually stunning website that stimulate business owners’ interest in renting available work spaces in an energizing atmosphere on Chicago’s southwest side, straddling the South Branch of the Chicago River on the border of the Bridgeport and McKinley Park neighborhoods.

Project Description

The newly-rebranded (and affectionately dubbed): “36Squared” classic structure has been beautifully maintained, with its doors freshly opened to the new generation of small businesses, start-ups, and entrepreneurs.

Web page layouts by Comrade feature brick and timber lofts with high ceilings and large windows that provide lots of natural light. Comrade helped develop visual and textual content to attract, invite and inspire a mixture of business owners who will make 36Squared the place they call their “business home community”.

Project Challenges

Because a modern brand identity was missing, Comrade’s creative and technical teams had to devise ways to clearly represent 36Squared as a community within a neighborhood. Through dialogue with project stakeholders, Comrade helped create a strong positioning statement that answered the “Why rent at 36Squared?” question. Sorely lacking in the old website was vivid imagery (static and motion-oriented) that revealed the building’s charm and unique qualities. Comrade insisted on new photos and videos to show-and-tell the 36Squared story.

Project Solution

Comrade showcased the many reasons – in newly written text and custom visuals – that prospective tenants should invest their futures in our client’s building. Comrade art-directed photo and video shoots to ensure high-quality images and clips would be easily accessible throughout the website. We had our client engage their current tenants to contribute (written and video) testimonials and provide positive reviews of their experiences working in the building in an effort aimed at helping future tenants understand if they will “fit in” to the carefully curated building’s eco-system community.

Our client benefits from:

  • Easily-replicable individual space listings with images, floorplans, descriptions and specs
  • Listings that a property manager can create, modify or delete in minutes
  • A simple-to-update Events section
  • A CRM-integrated contact form that automatically forwards emailed inquiries
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