The Client Goal
In 2018, JLL hosted an event, Seattle: Behind the Curtain, for potential customers from around the world in order to drive attention to the Seattle commercial real estate market. The goal was to encourage investing in Seattle, the Emerald City — so, appropriately, the collateral would need to be Wizard of Oz–themed, but would also need to achieve a delicate balance that would not use such imagery too heavy-handedly. JLL wanted us to produce a variety of collateral that would reach audiences in multiple ways before and during the event.