The Keystone Property Group had a vision for what commercial and mixed-use real estate could be: dynamic buildings that attract dynamic people. But when it came to attracting tenants, they were getting undercut by competitors. We had to show potential tenants that when you treat real estate like an investment instead of a commodity, it becomes a place where people want to be and where creativity and productivity can thrive. From hiring employees to closing deals, real estate is where business happens, so you want a space that can give you an edge. So we created a brand around the idea of “Building Culture” and built a website designed to highlight how Keystone could unlock businesses’ potential to succeed.