Why do you need a magic paragraph and what’s so magical about it anyway?

A magic paragraph captures the story of your brand in a few powerful sentences. It’s more elevated than an elevator pitch and more descriptive than a tagline. It makes people feel, as well as think.

There is great value in bottling up your brand in one impactful paragraph. It creates shared understanding among disparate audiences. Everyone – employees, partners, vendors, tenants and guests – is united under the same brand story. 

Here are some recent examples of magic paragraphs we’ve created for clients:

Designed by Wilbert 

E District, a 225-acre mixed-use development in Garner, NC, needed a magic paragraph that would appeal to medical, life sciences and tech users as well as the local community.  

Some communities honor their pasts. E District celebrates the future. The mixed-use development, a gateway between the Triangle and Eastern North Carolina, is about innovation. It is about living our best lives through wellness and connection.

Designed by Wilbert

Palisades, a 640,000-square-foot office park in Atlanta’s Central Perimeter, needed a magic paragraph that differentiates it from the other 1980s office properties in the market by highlighting its sustainable investments.

We believe office buildings can have a purpose. The four buildings at Palisades are lowering carbon emissions, creating a healthy environment for workers and bringing together a thriving community of companies that want to make a difference.

Designed by Wilbert

Toro Development Company, a new venture founded by real estate developer Mark Toro, needed a magic paragraph that emphasized its unique ability to create third places. 

We acquire underperforming assets and transform them into vibrant mixed-use environments that achieve coveted “third place” status – inspired places where people come to feel connected and engaged, something the world needs now more than ever. Third places also produce a quantifiable value premium on rents and valuations. At Toro Development Company, we call this value creation the Third Place Effect.

In each of the above examples, the magic paragraph lives on the website and in marketing materials, such as leasing decks, signage and RFPs. While these paragraphs may seem short, they are effective in telling a concise, consistent and compelling story.