Kate Mulligan
The Homer Building
The Brief
The Homer Building, a significant architectural landmark in Washington's commercial center, was facing leasing challenges despite its prestigious status and prime location. Delivered in 1990 and notable for being the company's first integration of new development and historic preservation, this trophy-class building with 420,000 square feet across twelve stories needed revitalization to remain competitive in the market.
Despite its impressive features—including a four-story terra cotta façade, full-height atrium, client-only fitness center, and private roof deck with rare DC skyline views—the building's occupancy rates were declining and it’s image was dated. The owner sought solutions to boost leasing performance and maximize the property's potential in downtown Washington's competitive office market.
My Role
As the creative lead for this project, I collaborated with our brokers to execute a comprehensive rebrand and marketing campaign to complement the 2025 major renovation.
- Co-designing a brand identity that communicated both the building's historic prestige and the excitement of its renewal
- Collaborating with the brokerage team, architects, and digital artists to visualize the renovation
- Leading a targeted social media advertising campaign through a media partner
- Creating all creative assets for digital promotion
- Designing and executing a strategic email marketing series
- Developing and distributing a video desk drop for industry brokers
- Create a website to drive audience from ads, eblasts, and quickly share renovation info
The Outcome
The rebranding and renovation marketing campaign generated substantial interest and tangible results:
- The Homer Building achieved nearly 90% occupancy, a dramatic improvement from pre-renovation rates
- The marketing campaign created national buzz around the property, extending its reach beyond the local market
- The renovation successfully repositioned the building as a premier destination for businesses in downtown Washington
- The comprehensive approach of combining physical improvements with strategic marketing proved highly effective in a competitive office market
back
back
Kate Mulligan
The Homer Building
The Brief
The Homer Building, a significant architectural landmark in Washington's commercial center, was facing leasing challenges despite its prestigious status and prime location. Delivered in 1990 and notable for being the company's first integration of new development and historic preservation, this trophy-class building with 420,000 square feet across twelve stories needed revitalization to remain competitive in the market.
Despite its impressive features—including a four-story terra cotta façade, full-height atrium, client-only fitness center, and private roof deck with rare DC skyline views—the building's occupancy rates were declining and it’s image was dated. The owner sought solutions to boost leasing performance and maximize the property's potential in downtown Washington's competitive office market.
My Role
As the creative lead for this project, I collaborated with our brokers to execute a comprehensive rebrand and marketing campaign to complement the 2025 major renovation.
- Co-designing a brand identity that communicated both the building's historic prestige and the excitement of its renewal
- Collaborating with the brokerage team, architects, and digital artists to visualize the renovation
- Leading a targeted social media advertising campaign through a media partner
- Creating all creative assets for digital promotion
- Designing and executing a strategic email marketing series
- Developing and distributing a video desk drop for industry brokers
- Create a website to drive audience from ads, eblasts, and quickly share renovation info
The Outcome
The rebranding and renovation marketing campaign generated substantial interest and tangible results:
- The Homer Building achieved nearly 90% occupancy, a dramatic improvement from pre-renovation rates
- The marketing campaign created national buzz around the property, extending its reach beyond the local market
- The renovation successfully re-positioned the building as a premier destination for businesses in downtown Washington
- The comprehensive approach of combining physical improvements with strategic marketing proved highly effective in a competitive office market
back
back