In 2015, Cousins Properties built and opened Colorado Tower, a Class A Office Tower located on 3rd and Colorado Street. When building a new, signature tower in downtown Austin, Cousins Properties wanted every aspect of the building’s process to be memorable and high-end for the general public and leasing agencies. We were tasked to create their new brand and deliver a memorable experience through the building's construction process.
plan of attack
In the sea of high rises popping up in downtown Austin, it was important that Colorado Tower stood out and began conversations as early on as the construction phase. Not just conversations, but positive conversations (if you're familiar with downtown Austin, you know the nuisance that is the constant construction in the area). We knew that public engagement followed by a unique and classy brand that belonged in the Austin skyline was a must. The massive construction walkway had to be transformed -- and we did it in a way that brought in the local, Austin flare to the building, while also preventing vandalism to the site.
Media Planning and Buying
Construction is always a signal of what's to come. For Colorado Tower, the construction had to signal what was to come with the building inside -- a hip, cool and authentic Austin experience. We worked to engage local street artists to paint a special mural to adorn the planks of wood on the construction walkway; the unveiling was featured on several local online publications and news stations.