/ Marketing + Creative for Commercial Real Estate
Marketing strategy and creative programs that match the ambition of the work.
Cocreated partners with commercial real estate developers, owners, and operators to solve complex marketing challenges at the company and property level.
San Francisco / working nationally
Built from the owner's side of the table.
We've led marketing from inside commercial real estate, where brand and creative decisions are inseparable from leasing, development, asset performance, capital, competition, timing, and executive expectations.
We start with what the business needs marketing to do.
Fluent in
real estate.
Inspired
beyond it.
Because relevance rarely comes from looking like everyone else.
Because relevance rarely comes from looking like everyone else.
Deep category fluency shouldn't limit creative ambition.
Our perspective is informed by architecture, hospitality, fashion, culture, tech, retail, art, and editorial, bringing new references and greater relevance to the way commercial real estate companies and places show up in the world.
We understand the conventions of commercial real estate well enough to know when to use them, when to challenge them and when to leave them behind.
From the company to the property.
We bring together two interconnected layers of marketing expertise to solve challenges across commercial real estate.
01: Strategic Marketing
The intelligence, leadership, and direction behind the work.
We work alongside owners, operators, and developers to define what marketing to do, build the strategy around it, and create the programs, systems, and teams to move it forward.
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Marketing strategy and planning
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Executive and fractional marketing leadership
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Positioning and go-to-market strategy
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Marketing infrastructure and program development
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Market, audience, and competitive intelligence
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Team and partner orchestration
02: Creative Engine
The ideas, experiences, and execution that bring the strategy to life.
Our creative engine brings together brand thinking, creative direction, and specialized talent to translate strategy into brands, campaigns, content, digital experiences, and places that perform.
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Brand strategy and positioning
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Creative direction and identity
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Campaigns and content
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Digital and visual communications
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Property marketing and leasing experiences
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Creative production and partner direction
Our method.
Business
What needs to happen?
We start with the business, defining the objective, opportunity, and the role marketing needs to play.
Relevance
Why should anyone care?
We find the intersection between what the market values, what people find meaningful, and what will make the opportunity distinct.
Expression
How should it come to life?
We translate the strategy into the brand, story, campaign, content, and experiences that move it into the world.
Relevance is a business strategy.
Relevance
Kilroy Realty
Function builder to embedded leader
/ Corporate marketing strategy, communications, brand, and portfolio marketing & programs for one of the West Coast's leading real estate developers.
Jay Paul Company
/ Multi-property creative lease-up strategy, artful experiences, digital marketing, and up-leveled creative standards and materials, in partnership with LightFiction.
Lake Washington Partners
/ Upleveling the market position, brand narrative, and creative for their keystone downtown Seattle property.
Lane Partners
/ Lease-up strategy, leasing tour experience, and digital marketing for a multi-phase, large-scale development in the cultural heart of South San Francisco, in partnership with LightFiction.
The Swig Company
/ Embedded leadership connecting business priorities to marketing strategy through experiential and creative programs.
Tarlton Properties
/ Brand, experiential, and creative campaigns for the company's first ground-up development, 1350 Adams Court in Menlo Park, in partnership with LightFiction.
Built around
your business.
No two companies, properties, or moments require the same marketing response.
We work upstream and across disciplines, bringing together strategy, leadership, and creative talent.
01: Lead
Senior marketing leadership when you need it.
We step in alongside company leadership to set direction, establish priorities, and lead the marketing function or a significant initiative
02: Extend
More capability around the team you already have.
We extend internal teams with senior strategic and creative capacity, as well as the resources to move important work forward.
03: Build
The right team around a defined opportunity.
We assemble and lead the strategy, creative, and specialized talent required to take a company, property, campaign, or initiative from idea through execution.
Owner-side experience.
Independent perspective.
Cocreated was founded by Shannon Knuth, a commercial real estate marketing executive and creative leader who spent much of her career building brands, marketing organizations, and property programs from inside the businesses she now advises.
Before founding Cocreated, Shannon served as Senior Vice President, Marketing at Kilroy Realty, leading corporate and property marketing across a ±15 million-square-foot operating portfolio and multibillion-dollar development pipeline.
Cocreated was built from the belief that commercial real estate shouldn't have to choose between marketing that understands the business and creative that understands the world outside of it.
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