Shaping the brand, campaign and website for Perth’s most iconic office towers.
Perth’s most iconic CBD tower gets refreshed look.
Built 36 years ago, this landmark 51-storey Perth skyscraper underwent a multimillion dollar refurbishment in 2024 after being purchased by Realside and Lendlease.
The refurbishment project brought the architecture of the adjoining Palace Hotel building into the Palace Tower lobby, creating a contemporary connection between the past and present.
Clout was engaged to name, brand and implement a refreshed new face for this iconic Perth landmark.
Scope Snapshot.
Scope Snapshot.
The Clout team were inspired by the combination of old-world charm and modern refurbishment to create a unique brand – Palace Tower. The new look reflects the iconic architecture of the building and the connective, central nature of the location.
Clout’s work included;
Clout collaborated with owners and stakeholders to uncover strategic insights and align perspectives, shaping a brand direction with clarity and purpose. This insight helped shape the crucial name and brand strategy. The brand was then strategically implemented across two phases; pre and post-refurbishment.
The creative implementation was executed across numerous leasing brochures, internal wayfaring signage, hoarding signage, external building signage, website and marketing collateral at key project milestones to align with the relevant campaign messaging.
The new Palace Tower brand launched to support the repositioning of this iconic asset in the Perth commercial leasing market. Moving Palace Tower from simply the centrepiece of the Perth city skyline to one of Perth’s most highly regarded office addresses.
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“Clout has delivered a unique brand fitting of the iconic nature of the building. The design work needed to encapsulate the long history of the building as a central place for people to meet. We’ve had some great feedback from tenants, agents and the public on the new name and brand.“
Linda Rudd
Realside CEO
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