Willis Tower

Willis Tower Website

Rebranding one of the tallest buildings in the world resulted in 82% occupancy.

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The Problem We Solved

While the Willis Tower attracts over a million visitors every year, its main business is the business of corporate real estate. With premier office space available in Chicago’s Loop, building management sought to develop a clear identity that established the evolution from the Sears Tower to the Willis Tower. 

What We Did

Established the brand position 110 Floors. Countless Stories. and supported it with a completely reimagined website featuring videos of existing tenants. These videos brought tenant stories to life, creating a lasting impression of a bustling community filled with thriving businesses. More importantly, it softened the image of this iconic, monolithic building and humanized the building to be more attractive for future tenants.

Why it Works

The new website received over 600,000 visits within the first year of launch. Furthermore, an interactive tower graphic DHD’s digital team created gave potential tenants an interactive portal to view available office space, which ultimately proved to be an effective selling tool for building management. 

How does your website measure up?

Want to find out if your site is living up to its potential? DHD offers InSite, a comprehensive website audit, to identify areas that could use improvement and optimize your site to create the best possible user experience. Want us to take a look at your site?

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A historic location

The historic 333 North Michigan Avenue Building was constructed in 1927 on the site of Fort Dearbon, the first Chicago settlement built in 1803. Fort Dearborn was strategically positioned along the Chicago River making it a prime location for travel and trafficking goods – and now it positions the building in heart of Michigan Avenue.

The first thing you notice is the unmistakable art deco design. It was derived directly from Eero Saarinen’s designs for the Chicago Tribune Tower and his Grant Park skyscraper proposal. A bas-relief frieze by sculptor Enrique Alferez winds around the building, commemorating Chicago’s pioneer past while adding exquisite detailing.


333 North Michigan Avenue