Tower 1201

The branding strategy for Tower 1201 was inspired by the building's distinctive architecture and its prominent place in Seattle's skyline. The JLL property marketing team drew inspiration from the tower's unique top portion and intricate metalwork details throughout the structure. The resulting brand identity is characterized by sleek, evocative, and commanding elements, featuring a minimalist design with vertical lines and triangular forms that powerfully represent the tower's stature and prestige.

The rebranding effort aimed to address several challenges faced by the property. Despite its iconic status and impeccable management, the building's location on Third Avenue had become a deterrent for potential tenants due to safety concerns. Additionally, the existing branding and on-site experience felt outdated and uninspiring. To combat these issues, the team strategically modified the name to eliminate references to Third Avenue and focused on highlighting the tower's strong and prominent nature. The new visual identity was designed to be bold and commanding, introducing a fresh perspective to appeal to a younger demographic. This rebranding initiative coincided with the introduction of a new amenity floor, which further elevated the tenant experience and influenced the brand rollout timing and inspiration.

The brand launch and leasing campaign employed a multifaceted approach to reintroduce Tower 1201 to the market. Key tactics included the installation of an interim marketing gallery in the lobby, showcasing renderings of the forthcoming amenity suite. A unique top 25 broker champagne desk drop featured etched champagne bottles in branded boxes, creating a memorable introduction to the new brand. The rollout also included a new website with a transition plan, targeted email campaigns timed with the announcement of the amenity floor, and a tenant event planned for mid-to-late March to unveil the new building brand and amenity center. While the campaign is ongoing, initial feedback from the client and broker team has been overwhelmingly positive, with excitement building around how the new brand and amenity center has revitalized interest in the property.