About the Client
BrightLane is a co-working community of entrepreneurs who connect, collaborate and innovate to improve their business results.
Perceptible was retained to develop a new co-work brand and build a launch communications strategy that would rapidly build public awareness in the Toronto King West downtown core.
- Strategy development
- Branding & visual identity development
- User interface design
- Site implementation in Drupal 7
- Creation of the BrightLane Entrepreneur Awards
- Ongoing site hosting, creative and technical support
- Ongoing advertising and marketing collateral creation
- Front-desk sign-in app
- Private social network membership management platform
- Facility and room booking integration
BrightLane’s primary need was to differentiate their facilities from a number of established competitors located in the downtown Toronto core. The marketing strategy presented and agreed upon included traditional print, outdoor, event marketing and a strong web and social media presence.
New naming, branding and a distinct communications approach defined BrightLane’s character and encourage people to become a BrightLane member. Perceptible developed the BrightLane Entrepreneur Awards (BEA's) as a themed focus to build awareness online and in the community. The BEA's along with a very distinct social, video and street-level billboard campaign quickly established the BrightLane brand in King West, Toronto.
The development of a new web site, with a private member network, manages member collaboration and BrightLane's day-to-day tasks of printing, room booking, payments and event booking. An updatable web site build on Drupal 7, containing an intuitive user interface design, allows BrightLane to manage their Co-work space and community relationships easily and affordably.
Within fifteen months the BrightLane brand had established itself as a "cool" place to be for entrepreneurs seeking a co-work environment and the facility reached its occupancy goals in the first twelve months.