Vibrant streetscape near Innolabs with lush greenery, modern buildings, and pedestrians

Innolabs

Think big. Discover better. Do good.

As the life science industry continues to grow, developers are expanding into new neighborhoods and their ability to attract companies, and those companies to attract talent, is incumbent on promoting all that a neighborhood has to offer. Neoscape worked with King Street Properties, one of the largest private owners/operators of life science real estate in Greater Boston, to design and deploy a new brand and marketing strategy for an upcoming life science building in Long Island City, NY, marking the company’s first expansion into the New York City market.

“

Once again, the Neoscape team has impressed us with their collaborative process and deep knowledge of the life science landscape. They have an incredible ability to hone in on the most unique and compelling aspects of our project to create a brand that is engaging, dynamic, and deeply rooted in both life science and the LIC neighborhood.

”
Ed Jaram Senior Director, King Street Properties

A brand rooted
in science

To set Innolabs apart in such a saturated industry, it was our job to uncover and highlight the project’s uniqueness. In the end, we developed a brand that was highly custom, rooted in life science, and reminiscent of the NYC market. The visual identity was inspired by life science clusters, playing on the idea of connectivity and tying in the project’s proximity to other science and institutional neighbors.

Street view of Innolabs building featuring contemporary architecture and bold exterior branding
Blue-toned promotional graphic showcasing the innolabs logo with Long Island City branding
Collage of promotional materials showcasing Innolabs’ features, amenities, and workspace highlights

Telling the story of LIC

Two men laughing while enjoying iced coffee at an outdoor café table
Bookstore interior with a woman exploring books on a long wooden shelf
Visitors entering the contemporary art museum, P.S.1, on a sunny afternoon
Website transportation map highlighting Innolabs’ location and connectivity to research hubs

The neighborhood then became a central part of the brand story, expanding the offering beyond the project’s four walls. Long Island City has transformed into a new urban cultural center in recent years. It was our job to capture the area’s cool factor through lifestyle photography and videography. We dug deep into the neighborhood, exploring its hidden gems and leveraging our local employees with knowledge beyond the traditional office marketing.

Innolabs Film

Innolabs film

Innolabs Film

Innolabs film

Tying it all
together online

Desktop computer displaying Innolabs' Facebook page with brand messaging
Digital experience of Innolabs' innovative lab spaces displayed on a laptop screen
Website interactive floor plan displaying leased and available office space at Innolabs
Set of tablets displaying Innolabs' digital marketing materials and property details

The website was the culmination of the Innolabs brand, serving as a digital hub to educate people on the project, life science, and the LIC market. It became an essential tool for the leasing team, supporting brokers’ ongoing efforts alongside the marketing center.

Visit the Innolabs website

Immerse yourself in Innolabs

Our VR tour brings the building’s future-forward spaces to life.

View the VR tour

Spreading the word
with digital marketing

To drive people to the site, Neoscape’s Digital Marketing team developed a cross-channel digital marketing strategy, which includes ongoing SEO and social media marketing to reach a core audience of life sciences decision-makers. The goal was to establish Innolabs as the leading life science space in LIC, drive brand awareness, and attract life science tenants. Our SEO work allowed the site to reach first-page rankings in a matter of weeks for branded keywords and local searches, working alongside our social media marketing efforts to achieve big wins for the website and keep Innolabs top of mind online.

  • 2x

    monthly traffic vs. competitors

  • +32.5%

    increase in site visibility

  • 14k+

    reach per week

Evening exterior shot of Innolabs, with illuminated signage and glass-paneled entrance
Reception area of Innolabs with a sleek modern desk and backlit company logo
Bright and spacious coworking lounge inside Innolabs, featuring comfortable seating and greenery
Cutting-edge lab space at Innolabs featuring state-of-the-art scientific equipment
Scientists working in a bright laboratory with advanced medical and research equipment
Secure bicycle storage area inside Innolabs, featuring mounted racks and repair tools

Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings & VR, Film, Leasing Collateral, Property Website, Marketing Suite, Digital Marketing

  • King Street Properties
  • GFP Real Estate
  • Perkins and Will
  • Newmark

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