Creating a buzz around Intellectual Property
As a senior storyteller in the Frost* collective creative team, we were approached by Goodman to build their full reporting suite. Goodman is a global property expert in logistics and business space, owning, developing and managing industrial assets in 16 countries.
Because Goodman asked that this year’s report comprise a bold new brand message, rather than just the usual security-holder information, we came up with: Intellectual Property. With this is place, our entire report hung off the idea that Goodman is a clever choice for both customers and investors.
The creative team decided to let Goodman’s customers speak for themselves. My role saw me collaborate with a video team and interview Goodman customers right across the globe, ranging from Sketchers and Esprit, to DB Schenker and Kellogg. My aim was to craft the interviews in such a way, that I discover the various ways in which Goodman contributes to intellectual property.
The Goodman Intellectual Property campaign was a resounding success, with many of the interviews also featuring across Goodman’s global site, EDMs, and digital messaging.