Over the course of three years, the agency worked with the client to develop a flexible and fluid brand during the development and construction of McKinney and Olive. What started out as a typeset-only logo in 2012 grew to an architecturally driven logomark by the time of the groundbreaking. In 2016, graphic elements from the identity system were transitioned into permanent signage and wayfinding for the building. The marketing tagline “There’s Only One” was also developed to symbolize the last large parcel of land, the tallest building in Uptown, and the only Cesar Pelli structure in Dallas.
The team developed a digital and video strategy and used advertising to promote leasing inquiries and general interest in the building.