BioMed Realty | rafael plater cangucu

Intro

Built for Discovery

Corporate Brand: BioMed was evolving, and the brand had to lead. Over five years, I partnered closely with executive leadership to reposition the company from an institutional real estate provider to a global, human-centered innovation brand.

From C-suite strategy to final execution, I led two full-scale brand transformations, evolving BioMed’s voice, visual identity, and positioning to reflect its global expansion and shift toward tenant-first storytelling. This included overseeing corporate brand architecture, naming, investor communications, print, digital, social and experiential programs — unifying creative and engagement experiences across every touchpoint of the customer journey.

Events & Activation: To bring the brand to life on the ground, I launched Discover Here, a multi-market tenant experience platform built to transform BioMed campuses into living, breathing community spaces.

Spanning digital, print, and experiential, Discover Here powered more than 600 branded events annually across six global markets. The result: a 25% increase in tenant engagement, stronger brand equity, and measurable boosts in retention and leasing velocity.

Property Branding: Every building tells a story, and I made sure BioMed’s told the right one. From custom naming and signage to immersive OOH and environmental graphics, I led the creative development of placemaking systems that turned real estate into branded experiences.

By aligning campus identities with BioMed’s larger mission and market strategy, we drove deeper emotional connections with tenants and reshaped the perception of science-based environments — making them more vibrant, inclusive, and future-forward.

Services

Brand positioning and narrative

Visual identity system and brand guidelines

Corporate communications and investor decks

Naming and brand architecture

Design system and scalable asset library

Website and digital content design

Social media campaigns

Print and OOH advertising

Brand films and video storytelling

Sales and leasing collateral

Tenant experience platform branding (Discover Here)