At A Glance

into achieving new heights in CRE branding

Brand Refresh, Website, Photography & Videography, Signage, Collateral
Commercial Real Estate

The centerpiece of the Downtown Minneapolis skyline, IDS Center is a 57-story Class A office tower designed by the renowned architect Philip Johnson. Beyond the 1.5M SF of best-in-class office space with unmatched views of the Twin Cities, IDS Center also offers an impressive 8-story urban park, known as Crystal Court, with vibrant retail, restaurant and professional service offerings, a 19-story four diamond Marquette Hotel, and hosts a multitude of annual events for the community to enjoy year-round. At the core of the city’s expansive skyway system and Metro lines – IDS Center is, quite literally, the epicenter of business, commerce and entertainment for the Minneapolis Central Business District.

And as one of Accesso’s top trophy assets, IDS Center was selected as the premiere location for the launch of the brand new Accesso Club, and is home to the distinctive Tower Club Tenant Lounge, and concierge services program – all of which aligned with Accesso’s “tenant first’ mentality and which would ultimately be rolled out portfolio-wide.


a distinctive opportunity

With all of these exciting changes in progress, it was the perfect opportunity for a brand refresh to not only keep the tenants (and market) informed of all that was to come, but also to reaffirm IDS Center’s remarkable reputation as the city’s premier destination for work and play.

“In the midst of it all” was the creative (and strategic) positioning selected for the property, as it spoke to not only the building’s connectivity to the city as a whole, but also reiterated the fact that IDS Center was truly the heart of the city. With the positioning settled, our team then set to work identifying every opportunity for a comprehensive brand roll out. An extensive photo and video shoot was held over the course of a week to capture the unparalleled architecture, abundant retail & restaurant offerings, world-class views, and unmatched amenities.


building on the new brand

Large-scale environmental graphics were developed and installed at all of the skyway entrances to the building, in tenant common areas and throughout Crystal Court touting the new positioning and each of the unique points of distinction IDS Center has to offer. Marketing and leasing collateral was produced to keep tenants abreast of the new amenities and programming, communicate these changes to the brokerage community, and also generate a renewed buzz of interest for the iconic building. 

Culminating the launch of the rebrand was a responsive website featuring the new brand identity and giving users across all audiences direct access to the information needed to enjoy these new amenities and offerings via an enhanced digital experience and streamlined navigation.

IDS Center

At a Glance

Hallandale Beach, FL

A full-service, vertically-integrated commercial real estate investment manager, owner, and operator with offices in 10 metropolitan offices across the US.

In 2019, they celebrate 15 years in business with $3 billion in assets and the management of 15 million square feet of commercial office space.

Partner since 2018.