Toolbox

Hines’ commitment to redefining the definition of office life is on full display with the stunning transform an aging office tower into a progressive new hub for downtown Calgary. Toolbox strategised, designed and executed First Tower, a brand that breathed new life into a market segment unused to softer, human-centric qualities as a leading narrative. Balancing corporate communications and character, Toolbox developed a dynamic monogram as the brand foundation: the letters ‘FT’ and a human face in one, representing the habitat and the human in memorable device. A punchy, memorable campaign focused on “firsts” – covering everything from a connected location to onsite creative co-working spaces. Layered with stories of value-added design features and amenity upgrades purpose-built for the modern workforce, First Tower became the new face of office life in Calgary’s business district.