Celsus Social Media
We didn't describe the office — we asked about the day spent in it.
For Celsus Business Center we built a social system that leaves listings language behind and puts a direct question to tenants unhappy with their current office.
All pillars of brand transformation in one unified system.
The Challenge
In commercial real estate everyone writes the same thing: square metres, floor, price. It describes the building but never touches what the decision maker actually feels — working in a cramped, ordinary office. Celsus' strongest card was flexibility: daily, weekly, monthly and yearly rental all at once. That fact was lost at the bottom of the listing.
The Result
The posts stopped being a listings board, and the brand's strongest differentiator — flexibility — is now visible at a glance on every frame.
Our Approach
We turned headlines into questions: 'Ready to enjoy working again?', 'Are you happy in your office?'. These questions filter for tenants who are unhappy today. Flexibility came out of the body copy and became a fixed band at the foot of every frame — daily/weekly/monthly/yearly and rent/sale in the same place every time. Pastel colour blocks alternate with photographic frames to give the feed rhythm.
Tangible assets delivered from strategy through to execution.
Content Strategy
“Message architecture and content calendar.”
We defined which message speaks to whom, and in what order.
Design
“Creative production and a template system.”
We built a repeatable skeleton and produced the creatives inside it.
Social Media Management
“Publishing calendar and keeping the feed alive.”
We published in step with seasonal and demand rhythms.
Advertising
“Campaign variants and audience setup.”
We derived channel-specific variants from the same system.
How We Approached It
An end-to-end process, from strategy to launch.
- 01
Strategy
We built a solid base with market and competitor analysis, positioning and messaging architecture.
- 02
Identity
We designed a trustworthy, modern and memorable visual identity.
- 03
Digital Product
We designed the product journey with a user-centred interface and smooth experience.
- 04
Launch
We delivered a strong launch with website, marketing assets and campaign support.
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