WORK / PALACE TOWER REBRANDING

A New Identity for an Iconic Perth Landmark

The Brief

Clout Marketing was engaged to rename and rebrand Perth’s most iconic commercial building: the 108 St Georges Terrace office tower. Built 36 years ago, the tower required a rebrand that would blend its rich history with modern-day significance. The goal was to create a brand that not only reflected the tower’s iconic architecture but also its central role as a collaborative meeting place in Perth’s CBD. The 51-storey building is now proudly called Palace Tower, a name that pays homage to the historic Palace Hotel adjoining the tower, built during the WA gold rush in 1897.

The Work

At Clout Marketing, we took inspiration from the unique combination of old-world charm and contemporary refurbishment. Engaging with owners and stakeholders, we gathered valuable insights that shaped our naming and branding strategy. Our comprehensive approach included: