The big idea was to ‘own the corner.’ 

The name b|e came from the street names of the proposed tower’s location; Bourke and Elizabeth Streets in Melbourne. This abbreviation not only helped define the iconic location, but also created a verb that introduced all headlines and marketing statements for the campaign… b|e inspired, b|e impressive, b|e green… 

A simple yet powerful idea with a clean, elegant design, metallic silver was used in various print and digital media to highlight the sophisticated leasing opportunity.