City Tower

City Tower, a 1960s modernist office building overlooking Piccadilly Gardens in Manchester, had become visually familiar but commercially stagnant. Despite its prime location and architectural significance, large areas remained unoccupied, tenant engagement was limited, and marketing focused almost entirely on floorspace, lease terms and amenities.

The challenge extended far beyond refreshing the building's image. City Tower needed to reposition itself from an ageing office block competing on specification into a destination for ambitious, fast-growing organisations. Working alongside OBI, we developed a strategy that reconnected the building with the pioneering spirit that defined its original vision while creating a platform for long-term commercial growth.

Originally conceived as a symbol of optimism and innovation, City Tower introduced progressive construction techniques, district heating and a new vision for commercial workspace. Over time, that ambition had faded. The building became perceived as an outdated brutalist office block, competing with newer developments on price, location and amenities alone. In a post-pandemic market, this transactional approach offered little reason for ambitious organisations to choose City Tower over its competitors.

The opportunity wasn't to change the architecture; it was to change how people understood it.

Rather than beginning with aesthetics, we started by redefining what City Tower represented. Research uncovered a key advantage: a technology company had established itself within the building's flexible workspace and expanded floor by floor without needing to relocate. This revealed something few city-centre buildings could offer, the capacity to support businesses as they grew.

This insight became the foundation of a new positioning strategy. Rather than simply marketing office space, City Tower would champion the organisations shaping Manchester's future. The brand was built around a simple proposition: Back the Bold. The same spirit that inspired the building in the 1960s.

This shift required confidence from both ownership and stakeholders. It meant moving away from broad corporate appeal towards entrepreneurial, high-growth organisations, celebrating ambition rather than promoting available space.

The identity was rooted in the building itself. Original condensed woodblock lettering discovered within the service staircases inspired a bespoke typeface that connected City Tower's architectural heritage with a confident, contemporary character.

Typography became the structural foundation of the identity, carrying the brand across more than 900 pieces of wayfinding, environmental graphics, marketing campaigns, digital communications, publications and social media. Rather than relying on decorative graphics, typography communicated confidence, clarity and momentum across every touchpoint.

A flexible logo system drew inspiration from the building's concrete façade, echoing its modular architecture while referencing the visual language of contemporary technology businesses. Together, these elements created an identity that honoured City Tower's history while positioning it for the future.

The repositioning transformed City Tower from a passive office building into a destination with a clear point of view. Within twelve months, the majority of previously vacant floors had been leased, tenant engagement had increased significantly through events and community initiatives, and new investment led to the creation of an ambitious wellness floor.

Most importantly, perception changed. City Tower was no longer viewed as an ageing commercial building but as a confident, collaborative destination for ambitious organisations contributing to Manchester's continued growth.

For us, this project demonstrates that successful branding isn't about changing how something looks; it's about changing how it's understood. By uncovering City Tower's original ambition and aligning strategy, positioning, typography and placemaking around a shared belief, the building became more than commercial office space. It became a destination with a distinctive identity, stronger commercial performance and a renewed sense of purpose.

The project demonstrates how strategic branding can reshape perception, strengthen communities and unlock long-term commercial value. Principles that extend far beyond property and into any organisation navigating change.