Change is the only constant. The rebranding of TOWER185 is symbolic of the re-alignment of Germany’s largest high-rise in terms of gross floor area. TOWER185 is repositioning itself as the Home of global minds with a firm focus on its international tenants – and with an array of innovations, it is swiftly becoming the high-rise of the future. For a full three days, TOWER185 celebrated this new beginning with its tenants and for its tenants on location and the celebrations are now online, too.
The express aim of Deka Investment as the owner is to advance TOWER185 in dialogue with the tenants and align it to its users’ needs. It was therefore only logical to render the office high-rise’s identity and qualities tangible with a new, holistic rebranding. TOWER185 now takes the stage with a striking new design language, new logo and claim.
Today, work is multi-dimensional. And thus the range of services and amenities in TOWER 185 is being constantly expanded: Across the entire ground floor, users of TOWER185 can already rely on free Wi-Fi. From June onwards, we will be welcoming you and your guests with a fresh furniture concept and a lounge atmosphere. Starting in May, there’s a concierge to help with the daily errands. Added to which, users can look forward to various new services relating to mobility: The number of bike racks and modern bike cages has been increased, there’s an e-charging station at the exit from the underground carpark, new sharing options as well as a brand-new shop by mobility service provider Goyago – which includes a bicycle repair service. And in the form of Dean & David, we’ve also expanded the hospitality services in the building.
In TOWER185 you can feel at home in both Frankfurt and the world at large. Our new claim – home of global minds – combines global business and the need to feel rooted, positioning TOWER185 as the home base for internationally active staff and corporations alike. The new vertical logo underscores the tower’s importance as the largest high-rise in Germany in terms of gross floor area and as a landmark tower. The timeless font with its serifs symbolizes the tower’s quality and international appeal.
To render the launch of the new brand tangible across a period of three days for staff in the building and those working remotely, the TOWER185 strategy was a mixture of analogue and digital communications: The large-format logo and the claim really caught the eye even as people set foot on the forecourt. Meanwhile, the logo, positioning and mission statement on the entrance portal presented upbeat messages to emphasize the good news. A pop-up kiosk in the lobby distributed small gifts for the tenants and the new TOWER185 magazine – which exclusively offers staff information on new aspects and TOWER185 favourites, appearing in both a print and an online version. The forthcoming novelties were also intimated in advance in the form of a freight bicycle positioned in the lobby and boasting a TOWER185 design. The new website launched to coincide with the rebranding and offers ample space for news, dialogue, and interactivity.