Blacktone Plaza brand
When a new real estate company purchased Kiewit Plaza, a rebrand was needed to promote the first modernized, large-scale office building in the Blackstone District of Omaha, Nebraska.
While the original Kiewit Plaza building put Omaha on the map in 1961, it was time to rethink, refresh and refine its image to attract the next generation of leaders. Blackstone Plaza was born, and it needed a strong brand identity to match its significance.
Blackstone Plaza is where success is found for those who never settle. In every direction, the district is bursting with ribbon cuttings, modern living options, elegant, historic residences and vibrant street life.
Joining the company of Blackstone Plaza is a defining milestone, an announcement of achievement and a mark on Omaha history.
Selling a vision
In addition to storyboarding and producing a video to convey the “big picture” of the building, our team developed a website to lead people from history to present day to the future of Blackstone Plaza, using historic photos, floor plans and strong CTAs to “Make history at Blackstone Plaza.”
The target audience included A-level businesses both in and outside of Omaha and the brokers who cater to them. They are established and adaptive with a modern mindset. They have a taste for the finer things in life, and their workspace is no exception.
We established a brand voice that would build excitement for the renovation and set these decision makers at ease.
Significant — happening, relevant, connected
Assured — level, confident, aware
Modern — effortless, minimal, savvy
Building results
The building’s manager has been pleased with the results. He often uses the website as a tool while giving tours of the physical space to make connections between what’s seen and what’s to come.
“The awareness and the professionalism this brand has created for the building itself has been tremendous. What we’re doing has never been done in this marketplace, and this brand helps separates us from the pack by a landslide.”
This campaign received an Award of Merit at the 2020 PRSA Paper Anvil Awards for the Reputation/Brand Management category.
