The success of a new building project always depends on how it is marketed. In the case of a major refurbishment and update to a well-known existing building, marketing is even more important, requiring a completely new image and branding for the renovated property. Projektentwicklung Oberlindau did just that, tasking its design agency to bring the future into the present with the creation of the MORROW brand. The building is positioned as a “place of new beginnings.” The communication concept makes an emotional bond with potential tenants through its all-inclusive, elegant and cross-media approach.