Working with COOP Brand (real estate brand specialist), i was asked to come up with a brand campaign for the new Salesforce tower in Chicago, USA. The aim for the campaign was to inspire potential tenants (and their brokers) to engage with the leasing team as soon as possible, to create a perception that this building is different in kind to other Chicago commercial addresses, not just the next premier location, and to demonstrate the ambitious and coherent vision behind this development.

Over the course of 3 months I built a brand campaign that revolved around an inspirational manifesto and a film created to bring the brand to life. The campaign titled ‘What the world needs” was a celebration of time - symbolically grounding the Tower in purpose; past & future heritage of the city of Chicago.

Working closely with the design team of Vit&Holga, the brand campaign then lead to a logo and visual identity for the property - used for all website, pre-marketing and sales materials, as well as influencing final embellishments on the physical build