BMO Plaza in Indianapolis was seeking to position itself as a place where its tenant companies could attract young talent. HEARN, known for creating workplaces that support employee retention and recruitment, purchased the building and starting making renovations to attract the right audience. New renovations were on their way, but they needed fresh marketing and an approach that spoke to the progressive neighborhood and new young talent coming to the city.

Torque defined a new brand that would help boldly announce the upcoming renovations and have the personality to appeal to a new generation of employee. After conducting research, consideration and exploration, we created a campaign that used expressive, hand-drawn illustrations and energetic language to create buzz for the building and neighborhood. Through a new website, sales collateral, direct mail and email campaign, we gave BMO Plaza a brand that captured the excitement of the building and the opportunity. Only six months after HEARN purchased the building and the new marketing campaign was launched, leasing went up 9%.