Being developed under the title Tower 8, City Creekâs newest addition to the Salt Lake City skyline is a 24 story office tower that opened in the Fall of 2022. They needed a name, brand, and leasing strategy that would be fitting of this forward-thinking monolith of architectural beauty. Ultimately named after the building address, the identity hides a tilted number 8 (Tower 8) created by the 9 and 5. To help cut through the clutter of yet another leasing brochure, we concepted and created a lifestyle magazine to tell the new brand story in a compelling way. And then, along the process of brand discovery, a large scale branding initiative and district appeared.