One Nashville

Downtown Nashville, Tennessee

One Nashville is a Class A office tower perched at the start of Printer’s Alley between Music City’s business district and SoBro neighborhood. A part of the city’s iconic skyline since 1986, Seattle-based Unico Properties identified the asset as the perfect place to anchor their Southeastern debut. Acquiring the property in 2018 with a fearless spirit and simple strategy — to make the building a place people want to be — Unico approached Nimble. to lead brand development about Nashville with Pacific Northwest-inspired amenities.

We kicked off the project with discovery research, interviews and a subtle naming evolution. Because ‘One Nashville Place’ was already carried strong brand equity in the market, we dropped ‘Place’ and added the location anchor, ‘Fourth + Commerce’ to better own the corner of two prominent streets. Crafting a story to shape reputation, we focused on articulating the hospitality-driven amenity experience to come. The resolved visual identity system’s strong, elongated logo mark represents the height of the building and the bold headlines of historic Printers Alley’s past with an emotive palette. Successfully launching the opportunity to market, we designed a bold robust website, digital and printed tour collateral and a series of targeted e-blasts to make a splash.

 

Team Credits

Owner & Property Management
UNICO PROPERTIES

Leasing Team
CUSHMAN & WAKEFIELD


 
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One Nashville - Extended Web development

One Nashville - Extended Web development

One Nashville - Two Part E-Blast Series

One Nashville - Two Part E-Blast Series

 

 A Few Kind Words

“Nimble. understands that real estate professionals are a different breed—from how we think to how we make decisions. Their process is easy to follow and drives progress, with enough flexibility to allow our team to be ourselves. Having their Discovery Phase on the front end of the project helped drive direction—from understanding color, positioning and experiences that already existed in the market to developing the unique strategy and why behind our own brand. It was very important that Unico’s first asset in Nashville left a mark and Nimble. made a masterpiece out of few visits, interviews and actual facetime (since most of our team is Seattle-based). Great brands aren’t just pulled together overnight—it’s a process and Nimble. made it effortless for Unico.”


— Celie Howell, Unico Properties —

 
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Scope Inclusion

Brand Development – Brand Positioning, Campaign Messaging and Visual Identity Development

Announcement Campaign Strategy + Design

Collateral Design

Website Design | One-Nashville.com

E-Blast Campaign Design

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