The Produce Exchange is one of Liverpool’s historic commercial buildings in the heart of the city’s World Heritage Site. The building had been empty for a number of years and presented a number of significant design and conversion challenges due to its wealth of architectural and design detail and highly original layout around a spectacular central atrium. The building required an utterly bespoke redevelopment solution and a marketing strategy that captured its unique quality and personality.
We envisaged a marketing strategy that was about more than marketing. In addition to a strong marketing creative and suite of collateral, we wanted to build an identity around the human and commercial history of a great building in the centre of one of the world’s great trading hubs. The storytelling approach allowed us to make a vivid connection between the building’s past and its future, and also generated the idea of a companion book to accompany the conventional sales material.
The marketing creative and sales collateral elevated the project from being another high quality city centre residential project, into an opportunity to own a unique piece of Liverpool’s commercial and architectural history.