Project Insight

Property management company, BECO, keeps the focus on their tenants by offering over-the-top experiences throughout their office portfolio. When they decided to do an overhaul of their fitness centers, Wrathbone was enlisted to update the BECO Fitness branding, design the new environments, and promote this upgraded experience to both tenants and brokers in the community. We also designed creative to promote ongoing fitness classes and initiatives to encourage healthy habits in the community.

Impact

BECO was investing substantial resources into updating their tenants’ workout experiences, so we designed bold environmental graphics to highlight the new equipment, including Peloton bikes. We also refreshed the BECO Fitness logo and designed consistent signage to be installed at all 10 locations. Once the new fitness centers were completed, we held grand opening events with personal trainers on-hand to demo the new equipment for tenants. We also leveraged the updates for promotions with local brokers, inviting them to tour the new spaces and using a Peloton bike giveaway as a leasing incentive. The grand opening and broker events were well-attended, and tenant membership in the fitness centers increased substantially after the updates were completed.