When long-time CO OP client, Hines, came to us with an ambitious vision to develop a commercial tower for their new global headquarters, we were more than up to the task. Moreover, Hines and Ivanhoé Cambridge wanted this building to completely change the game of commercial real estate. They wanted to blur the lines between office and hospitality and create a fully customizable workspace to be designed by the tenants that fill them.
Texas Tower is set to reinvent and innovate workspace utilization for greater employee satisfaction, recruitment, and retention. When we began bringing this ambitious vision to life, we first had to define a brand idea that encompassed what Hines was looking to accomplish. We landed on Texas Tower as “an accelerator for human potential.” We developed a visual identity and brand campaign that was very human-oriented and showcased real people accelerating in their career and in life.
In order to engage commercial brokers and potential high-profile tenants, we developed a collection of renderings and multiple brand films that begin to tease audiences on what’s to come at Texas Tower. This teaser campaign, along with a dynamic website and suite of leasing tools, has proven to be wildly successful and as of June 2020, Texas Tower is more than 40% leased.
Brand Strategy
Naming
Visual Identity
Verbal Identity
Website Strategy, Design and Production
Renderings
Collateral
Brand Film
Gold Muse Award won for website 2019
leased as of Nov 23
years: average length of leases secured
million square foot project