Fulton Park Campus Brochure Strategy

Fulton Park Campus is a 2M+ SF development in Chicago’s Fulton Market neighborhood that will feature 5 Trophy-Class commercial buildings equipped for office and R&D/lab tenants, 368 luxury residential units, a 35,000 SF public park, and more than 35,000 SF of retail.

For the leasing and marketing, we need to increase awareness of the campus, including the benefits of having multiple office properties so close together, along with the benefits of the park that applies to all buildings. However, each commercial property as part of the campus has its own unique features and benefits that need to be communicated. Finding a way to communicate all of those details, but in a succinct and direct manner, was the challenge for CBRE Calibre Creative Group.

To solve this, the CBRE Calibre Creative Group team developed two marketing brochures (with more to come).

First, a brochure focused on the campus (as a whole) takes a high-level look at Fulton Park Campus overall and catalogs all the available offerings. The brochure communicates clearly the master plan and current status of the different developments and gives an overview of benefits – it’s Fulton Market location, 35,000 SF park, availability of Fulton Labs across buildings, etc.

We also developed a detailed property brochure for 400 N Aberdeen, an existing building as part of the campus. This brochure provides detailed building information including amenities, current availabilities, and specific offerings (such as Fulton Labs availability) only available at 400 N Aberdeen.

Both brochures effectively leverage the Fulton Park Campus brand identity and keeps visual interest through illustrated maps, stacking plans, and use of high-quality renderings and photography.

With this approach we’re able to help build awareness and visibility for the campus and then narrow in and provide additional detail into specific properties as tenants and their representatives narrow down their list. It enables our leasing team to provide the information needed at the right time, based on where a tenant is in their process, rather than communicating everything all at once.