A brand about connection: physically, symbolically, and culturally.
AT&T Tower needed to evolve its brand to better position itself from other downtown Minneapolis properties and the highly recognized AT&T 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 AT&T Tower instead of comparing the surface-level benefits, features, 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 deeper stance, the property was better differentiated resulting in both attracting and retaining tenants.