Iconic Perth CBD towers QV1 to launch new ‘Love where you work’ tagline and rebrand via Mindfield

Perth specialist branding agency Mindfield has been awarded a contract to rebrand QV1, one of the city’s most iconic office towers.

The new brand has just been unveiled to tenants along with the new tagline ‘Love where you work’.

The roll-out of the full rebranding project is forecast to be completed by the middle of the year. At this time, QV1 is also expected to announce plans to reinvigorate the plaza at the base of the tower, one of the CBD’s most unique open spaces.

Mindfield won a competitive tender process beating local and eastern state firms.

Agency co-founder Jaimie Ratten believes the appointment was a combination of his firm’s understanding of the competitive issues facing QV1 and CBD properties in general, as well as an appreciation for what world-renowned architect Harry Seidler AC has created in QV1.

“As a creative firm, the opportunity to work with such an iconic tower is exciting. Let’s be clear, this is not another glass monument to commerce. The rebrand will cement QV1’s position as the CBD’s most desirable corporate address,” added Jaimie.

“We see some challenges for property owners as the heat comes out of the WA economy. At the premium end of the leasing market, QV1 has the advantage of being a high quality asset. The new brand we’ve created will reflect this position in every way’.  

The 43-storey building was designed in 1987 by internationally renowned architect Harry Seidler AC. He went on to develop more than 180 projects across Australia and is on record claiming that QV1 was the best building he had ever built.

Mindfield is working closely with CBRE, the Perth-based centre management team and QV1 owners Investa Property Group and Eureka Funds Management located in Sydney.