LEMONTREE - A BRAND INSPIRED BY NATURE

SUSTAINABILITY
7 months ago
Katarzyna Dorocińska Head of Marketing & Communication | Sustainability Lead Kasia Dorocińska, an expert with over twenty years of experience in the area of ​​brand creation, strategy and communication, building its image and a strong creative approach to design work. During her many years of work, she gained experience in international creative agencies, including: at Young & Rubicam or Ogilvy.
Then she continued her path on the business side, joining the marketing and communications department of the commercial real estate agency Colliers - in London, then Moscow and Warsaw. While working at Colliers Poland, Kasia was responsible for co-creating and implementing marketing and communication strategies, leading a large team. At the same time, she was responsible for developing the property marketing service for developers of office buildings in Poland, which resulted in many interesting projects that supported the commercialization processes of these facilities and their communication. After many years of working in a consulting agency with a broad view of all areas of commercial real estate, Kasia joined one of the largest logistics and warehouse developers in Poland - 7R, where she served as Head of Marketing & Communication. There, she was responsible for re-branding, strengthening the brand, as well as preparing and implementing a marketing and communication strategy. There she also began to gain knowledge and experience in the field of logistics and industrial real estate development.
At LemonTree, Kasia holds the position of Head of Marketing & Communication, where she is responsible for co-creating the brand, creating a sustainable marketing and communication strategy for LemonTree, its execution and for creating the identity of individual warehouse and service complexes. Kasia also plays a second role at LemonTree - Sustainability Lead, heading the FutureMinds team whose task is to implement and implement the sustainable development strategy. For this new role, Kasia deepened her knowledge in the field of Sustainability Business Management at Cambridge University. Kasia is constantly developing her knowledge in the field of sustainable development, she is also passionate about art, especially photography - this interest resulted in the defense of her doctorate at the Academy of Fine Arts in Warsaw. Kasia loves dogs, philosophy and music, especially classical music. 7 Jun 2024

Welcome to our ESSENCE by LemonTree blog!

We're thrilled to have you join us on a journey exploring topics related to sustainable development, modern warehouse complexes, technologies, trends, and market needs in the industrial real estate sector. Our goal is to provide a space filled with enriching content that inspires and expands your knowledge. We aim to share best practices and showcase compelling examples of effective solutions, demonstrating how our operations and facility designs influence the market landscape.

In our inaugural article, we'll introduce you to the LemonTree brand, delving into its DNA, vision, and the direction we're headed. While our brand's history is relatively short, having begun operating in mid-2023, our team comprises seasoned experts with years of industry experience and profound knowledge. This blend of expertise, experience, and vision has empowered us to develop a unique concept that offers a fresh approach to creating service and logistics complexes.

Each of our products boasts its own distinct identity, premium location, and captivating architectural solutions that seamlessly blend with the surroundings.

The natural direction

Nature served as the direct inspiration for the creation of the LemonTree brand. Furthermore, trend analysis indicated that the moment LemonTree debuts as a new player in the market calls for action in a business model based on sustainable development. Transparent initiatives aimed at climate and people thus naturally become the brand's developmental direction.

Symbol of freshness and growth

shutterstock_99625619-1As developers, we have the power to influence how we address climate change issues, which directly affect each of us. Therefore, a strategy of sustainable actions serves as our compass in our daily work. Hence, the brand symbol - the lemon tree, which is synonymous with stability, growth, and fruition. The structure of the lemon fruit serves - symbolically - as an example of design and extraordinary architecture. The fruit itself has become a reference to the investments we undertake, and the entire lemon tree reflects the structure of our organization.

We bring a breath of freshness and change to the way industrial complexes are perceived.


Putting people at the center of attention

To take care of others, we start with ourselves. Our office in the heart of Warsaw is situated in an exceptional, historic building, offering us beautiful spaces to work and operate in. Our hybrid work model is tailored to our needs, but what's most significant is the welcoming atmosphere that makes everyone enjoy working from the office.

In our business activities, we create spaces for people. We move away from the standard approach to warehouse spaces; our aim is to design spaces with broader purposes and functions. Shifting the mindset in this sector and our desire to define a new formula for such complexes place human beings, their well-being, and welfare at the forefront. Such places are much more than just warehouses.

Close to the city, close to the center

shutterstock_2156662655The idea of complexes with a distinct identity, created with people in mind, proves successful in any location, but urban locations pose additional challenges for us. Urban development requires the creation of spaces with exceptional architecture and dedicated areas for residents. Bearing in mind that the future of our planet depends on biodiversity, and its loss is currently one of the greatest threats to life on Earth, our actions focus on creating a more diverse environment because it is precisely such environments that thrive best. Shaping and introducing new values ​​in the urban fabric is an incredibly important responsibility towards residents. The architectural and functional aspect becomes even more significant here. Places significant to the local community are a crucial point in complex planning. Greenery, spaces for relaxation, sports, or outdoor art galleries are just some of the possible solutions, but the final shape is the result of dialogue with local residents.

Balance

shutterstock_432490438Moving away from the "business as usual" model and operating within a sustainable development framework requires the development of numerous initiatives in areas related to climate, social relations, and legal, tax, and financial transparency. Our long-term sustainable development strategy, developed in collaboration with Deloitte, serves as a compass for us, allowing us to undertake integrated actions in the climate and societal spheres. One of the actions resulting from our strategy is joining the prestigious global organization, the United Nations Global Compact under the auspices of the UN. Additionally, we have also joined the Climate Positive program, which pursues climate goals set by the UN. Furthermore, selected Sustainable Development Goals (SDGs) delineate the key directions of our actions.

Invitation

For more information about LemonTree, our projects, and sustainable development, you'll find in-depth articles in our upcoming posts. We invite you to regularly visit our ESSENCE by LemonTree blog.