Blogs
Project in the spotlight: Blossom Yard
An exciting and unique office move project which saw a marriage of the creative arts and communications, as Zara Abdullah, Senior Account Executive, outlines.
Each project we work on is different. While we incorporate creative thinking into every aspect of what we do at the agency, there are some projects where creative concepts come right to the fore – which is precisely what our campaign for Blossom Yard involved.
The brief
Global law firm Reed Smith’s London office was moving after 15 years, from Broadgate Tower to Blossom Yard.
This was a dramatic shift from the high-rise glass and steel skyscraper which, while only across the street, felt worlds apart from the firm’s new home: Blossom Yard, a converted Victorian and Georgian warehouse right in the heart of Spitalfields, developed with heritage and sustainability at its core. Our challenge? To develop a creative communications campaign that showcased the firm’s exciting and unique journey on its new office adventure.
Inspiring the arts
As a nod to the firm’s move into a dynamic new space reflecting its down-to-earth, forward-thinking ethos, we facilitated a creative partnership with MA Textile Design students at the University of the Arts London (UAL) Chelsea College of Arts, who were tasked with creating artwork for the new office. Taking the ‘blossom’ motif as a starting point, students centred their work around the theme of ‘how we grow’; reflecting upon the rich architectural and human history of Blossom Yard’s location – an area with historical links to silk-weaving.
Their one-of-a-kind creations, unveiled at a client reception event, reflected the students’ personal responses to our brief and the layered history of Blossom Yard’s surrounding areas, and are now on display for all to admire.
Dynamic video content
Alongside the bespoke artwork collection, we also supported Reed Smith London with developing video content to promote their office move across their networks. We worked closely alongside Be The Fox, a specialist creative production studio, who helped bring our vision for the office move to life by producing a series of films to commemorate the event.
Launched on social media in the run up to the big move, the three dynamic videos aimed to drum up the ‘hype’, before exploring the firm’s transition into the new space as it started to take shape, and finally celebrating the arrival into the building and how the finished space and amenities reflect many of the firm’s core values.
In each of the videos we wanted to capture the exciting, forward-thinking and dynamic nature of both Reed Smith and its new London offices. Collaborating closely with Be The Fox throughout the development of each video – from the initial planning phase, right through to the final edit – we helped create bespoke visual collateral for the firm to promote its Blossom Yard office move to both internal and external audiences.
Supporting media pulses
In tandem with these creative endeavours, we worked hard on profile-raising ahead of the move with traditional media, pitching in expert insights from the Reed Smith team to lay the groundwork ahead of the big launch and announcing core phases of the creative campaign, such as the UAL partnership. Ultimately, we secured coverage in key HR and office press, and London titles.
The Blossom Yard project was a resounding success – and goes to show how creativity, when seamlessly integrated with the right communications strategy and plan, can achieve great things. We’re pleased to have crafted a campaign that not only highlighted Reed Smith London’s office move, but told a human story of placemaking, collaboration and growth. We’re looking forward to the next opportunity to create something brilliant.
