This chapter argues that the aspiration for ‘sustainable architecture’ is an evolution in building design that aspires to provide a narrative of a local response to people and climate. The corporate image has been at the centre of this evolution, with architects striving to design for an iconic sustainable facade expression. Debates in society and the architectural profession warn that the technical aspirations of sustainability will only lend themselves to further globalization of the corporate image worldwide with little concern for a socio-cultural message. Case study buildings presented in this chapter are seen as opportunities for experimentation with a genuine pragmatic approach, underpinned by altruistic stakeholders’ ‘aspirations for a better world’. The research analyzes how these corporate aspirations moved on from buildings with ‘no location’ into an architectural specific to its ‘genius loci’, reflecting sustainability by the iconography of its facades and as a sensory and experiential experience for its occupants. Case studies presented are a mixture of adopting passive environmental design strategies and integration of renewable systems as a signal of the corporate ethical commitment to minimizing their building’s carbon footprint.