Iconic Perth CBD Tower gets a rebrand via Clout

108 St Georges Terrace, the city’s third tallest office tower, is undergoing a multimillion-dollar refurbishment to provide state-of-the-art office and shared spaces. Clout Marketing was engaged to rename and rebrand the iconic building.

Built 36 years ago, the building has previously been known as the R&I Tower, Bankwest Tower, and, most recently, South32 Tower. The iconic 51-storey tower has been renamed Palace Tower, giving a nod to the adjoining historic Palace Hotel (built in 1897 during the WA gold rush).

“We were inspired by the combination of old-world charm and modern refurbishment to create a unique brand. The new look reflects the iconic architecture of the building and the connective, central nature of the location,” said Cal Willcox Managing Director Clout Marketing.

Clout engaged with owners and stakeholders throughout the rebranding project to provide valuable insight and perspectives, which helped shape the name and brand strategy. The chosen concept was then executed across print, outdoor, signage, website, app and social media.

“It was a real privilege for the Clout team to work on such an iconic WA building,” added Willcox.

Linda Rudd CEO of Realside, said: “Clout has delivered a unique brand fitting of the iconic nature of the building. The design work needed to encapsulate the long history of the building as a central place for people to meet. We’ve had some great feedback from tenants, agents and the public on the new name and brand.”

The refurbishment project brings the architecture of the adjoining Palace Hotel building into the Palace Tower lobby, creating a contemporary connection between the past and present. The latest upgrades will provide tenants with a top-floor Level 51 executive boardroom, ground floor business lounge, ground floor conference facilities, new-look wellness centre, deluxe end-of-trip facilities and a re-energised lobby and café.