The real estate company Tishman Speyer is developing the OMNITURM, together with star architect Bjarke Ingels. The building will be the first skyscraper in Germany that combines work, living and public space. The branding and the website, the key marketing tool, are set to communicate the brand’s triad of "Work Life United," where traditional consulting businesses, luxurious lifestyle and innovative start-ups come together. A classical, elegant logo expresses luxury and lifestyle. At the design level, the architecture connotes practicality and rigor, a nod to style elements of the digital world and the potential they hold.