In approaching the project, SMMA's integrated team of marketing, interiors, and graphic design professionals considered the building as a "brand."
100 Cambridge Street was opened in 1965 as the Leverett Saltonstall Building—in honor of the former U.S. senator and 55th governor of the Commonwealth—and primarily served state and governmental tenants. Intercontinental sought for the property a more modern persona—one that would usher in a new era in the building's 50+-year history.
From that consideration, the new brand was born: 100C. The team set about creating a series of identity concepts that would best encapsulate the personality that the building sought to convey, eventually settling on one built around the following three words: "impact, nexus, culture."