JERDE is a visionary urban design studio creating signature places that deliver memorable experiences and attract more than a billion people each year. For 40 years, JERDE has pioneered the concept of “Placemaking” with more than 120 major projects on six continents. Headquartered in the heart of Downtown Los Angeles, each JERDE client works closely with an equity partner to take a boutique, collaborative approach to the creative process of design and architecture.
In 2019, JERDE wanted to create a new position to set itself apart from its competitors and grow its project portfolio in Mainland China in preparation for its 20th anniversary in 2021. Later that same year, the firm launched Southeast Asia operations later in the same year.
Sinclair was appointed to revive brand awareness in Mainland China and introduce JERDE to key potential clients and stakeholders such as government and urban planners in Southeast Asia.
Strategy: Built an integrated approach to engage target consumers for JERDE via different channels of communications, allowing them to partake in a circle of engagement that increases top of mind awareness about the brand.
Localise: Each market required a localised story angle to ensure business objectives were met in each market. For Mainland China, it was to set itself apart from its competitors and grow its project portfolio, while in Southeast Asia it was to introduce Asia specific and global projects to the key target audience. Both markets benefited from sharing stories about the LA origin and local leadership.
Executive Leadership: Spotlight brand spokespersons with byline articles and speaking opportunities in the region.
Engage: Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach and media events, and pushed brand messaged through various owned and earned media channels.
Targeted Outreach: Reached out to target government, general and business media in addition to trade media to build lasting awareness among target stakeholders.
