The Challenge Gate510 is 300,000 SF of innovative industrial space in the East Bay. When ownership engaged Think Joule to re-position the property it was suffering from an identity crisis. It consisted of inspiring businesses hidden down extensive and vacuous corridors with a confusing brand that not communicate vibrancy. It was important to ownership to elevate the experience for visitors and tenants alike. The Solution Our strategy consisted of building awareness by leveraging and elevating what was invisible to visitors...a vibrant and diverse community of entrepreneurial businesses in a thriving building. By reimagining the brand and introducing a vibrant community through impactful photographs, graphics and strong brand visuals, ownership was able to drive leasing and make solid strategic decisions that align with the brand promise: to offer a thriving and innovative hub, inviting visionaries to invent, work and manufacture.