NOVA PLACE

MAKE HISTORY HERE

Nova Place is a 30-acre mixed-use urban redevelopment project located on Pittsburgh's historic North Side that has become the new home for startups, pop-ups, disruptors, and upstarts. Formerly known as Allegheny Center, Nova Place encompasses 1.5 million square feet of first-class office space, restaurants, fitness center and houses Pittsburgh’s largest and newest co-working space, Alloy 26. The site on which Nova Place rests has historic roots and was originally a walkable city. The 36-block city was planned by John Redick in 1784, complete with common grazing areas for livestock. 

Working with NYC-based Faros Properties, W|W designed the integrated branding and marketing communications (identity system, logo, messaging, signage, website, print collateral, advertising, brand style guide and more) for Nova Place. The responsively designed website was initially developed using BlokBlok CMS, a Ruby on Rails + Javascript content management system. W|W subsequently designed and developed the next generation website for Nova Place leveraging Wordpress. 

IDENTITY

With its name derived from the word "innovation", Nova Place is the place in Pittsburgh where both start-ups and well-heeled innovators locate their businesses.  Offering the critical infrastructure space for robotics, life sciences, data/telecommunications, design, technology, office, and more, Nova Place is where innovation meets community. The smart, bold identity system and logo successfully support the Nova Place commitment to be Pittsburgh's innovation headquarters. 

 

WEBSITE

A custom WordPress experience, the Nova Place website is the hardest-working branded signal and marketing tool for the campus, aside from an actual in-person visit. The website helps convey the depth and breadth of amenities and spaces available at Nova Place, effectively connecting the space to the place.

DIGITAL CAMPAIGN

W|W provided strategy, creative, activation, and management for a digital marketing campaign to build awareness of Nova Place as an innovation hub for businesses in Pittsburgh and to generate qualified leads for prospective tenants in the commercial space. The multi-channel campaign included paid social with a focus on LinkedIn, paid search, and sponsored content with a supporting landing page.  Through this campaign, W|W has helped Nova Place secure several new tenants with long-term leasing arrangements while managing to meet or exceed KPIs, including cost-per-lead targets. The campaign's successful creative and messaging strategy, "Brillance Works Here", reinforces that not only are the most innovative companies already calling Nova Place home, but it's also a compelling call to action for prospective tenants to consider relocating here. 

ENVIRONMENT

Recognizing that branded environments are one of the most powerful ways to engage an audience, we leverage our integrated approach to design compelling experiences. W|W has supported the environmental design at Nova Place with campus maps, wayfinding, signage, and interior/exterior decor elements.