Branding connection: physically, symbolically, & culturally.
AT&T Tower needed to evolve its brand to better position itself from other downtown Minneapolis properties and distinguish itself from AT&T’s highly recognized corporate brand.
To differentiate the property, the project’s focus was on connecting with potential tenants on a deeper level. Helping individuals identify with the values of the Tower’s community instead of comparing the surface level benefits, features, location and amenities.
Location, location, location – from there to here.
AT&T Tower’s brand now stands for interconnectivity between the city, culture, and people. With this more profound stance, the property was better differentiated, attracting and retaining tenants.