Wells Fargo Center

Built in 1988, Wells Fargo Center is Minneapolis’ most iconic office building. It was known as a place where industry leaders thrived and generations of Minneapolitans made their careers.

But that can be a double-edged sword. As distinct as the property’s silhouette was, the general perception was that Wells Fargo Center was stuffy and outdated—in other words, it was seen as “your dad’s office.”

Plus, new developments with well-publicized, upgraded amenities had popped up around downtown and leasing activity in Minneapolis’ CBD had slowed for everyone after the pandemic. Unaware of the Wells Fargo Center’s modernization and upgrades, most prospects skipped over it.

If the team could overcome the market’s skepticism and get tenant representatives on a tour, they would see and experience the well-equipped, activated amenities on site and the highly positive experience that tenants have on site. So CBRE Calibre Creative Group was brought onto the project to revitalize the property’s image for a new generation of tenants.

Wielding the Double-Edged Sword

After close consultation and collaboration with the building’s ownership, we decided that the best way forward was to embrace the building's history. Its status in the city was simply too good to ignore. And, because most of the property’s competitors were newer assets, leaning into classic art deco stylings and messaging would offer meaningful counter-positioning to the market.

Wells Fargo Center’s new brand needed to be a reinvigoration of everything that makes a classic a classic. For the visuals, we developed a style that blends a modern, clean aesthetic and art deco flair with a color palette that complemented the building’s pink marble.

And, in contrast to the competitive set and the direction of most CRE messaging nationwide, we felt that an assertive, even braggadocious tone was appropriate. After all, to convince our audience that Wells Fargo Center is the most prestigious building in the city, we needed the brand to reflect it, too.

Driving The Point Home

CBRE Calibre Creative Group activated the property’s new brand across multiple physical, digital, and social channels.

The brand announcement email and subsequent campaign averaged an open rate and click-through rate well above the CRE average.

The Results

Armed with what ownership thought was “the best brand in Minneapolis,” the team got to work showcasing the new brand and leveraging materials in their conversations with prospects.

Since unveiling Wells Fargo Center’s new identity to the market in early 2025, the property has recorded the top leasing activity in the Minneapolis CBD for the year. The average deal size was 32,573 SF, one of the highest averages in the city.

CBRE Calibre Creative Group’s work was recognized by others, too: the brand earned a 2025 Marcom Gold Award. It is the first Minneapolis office brand to win such an award.