Located in the heart of Charlotte's most prestigious office submarket, SouthPark Towers dominates the skyline. The SouthPark area is both traditional and cutting edge. Originally owned by families who are still counted in the "who's who" of North Carolina, SouthPark has a rich history. The anchor of this market is SouthPark Mall - developed by the Belk family - whose family offices are now located in SouthPark Towers. As part of the renovation/re-imagining of the building, the owner also wanted to rethink their brand in an effort to modernize their presence. The first thing Redline proposed was to switch the wording from "SouthPark Towers" to "Towers at SouthPark" in order to emphasize the building over the area in which it is located, thus giving the Towers placemaking ability. We designed the icon to play off of the clean lines, curves and angles of the two towers. Warm tones of camel leather and rich navy blues were used to craft the color palette of the re-brand.