The challenges that the Petroleum Building faces are two-fold. For starters, the brand has to present itself in two quite opposite positions: maintaining the history and pride that the building possessed from the late 90s while still reflecting the more recent upgrades and renovations to the building and its systems. The second challenge surrounds properly targeting four very different business categories that the building attracts. We must effectively utilize the brand to address and meet each segment's needs without creating conflicts or confusion to other segments.

What we will do:

• Redesign the Petroleum Building's brand under these guidelines to represent for both historical and efficient images.

• Research and develop a way to strategically position the Petroleum Building away/above its direct competitors.

• Design collateral branding materials that represent this new brand

• On-going copy-write and content updates