20 West Kinzie
After 15 years, Dearborn Plaza, a Class A building in downtown Chicago had become as weathered and worn as the banners that stood on the sidewalk outside. When its lead tenant, Google announced it was leaving, the time was ripe for a refresh. Recognizing that its marquee River North location was the key to its status, we renamed the building 20 West Kinzie with a new logo mark and contemporary colors which spoke to the tech and FIRE sectors equally. To attract a new high flier to the building, we launched a large-wingspan interactive site that promoted the area as much as the infrastructure. Using the conventions of social media channels and reader-review hubs like Yelp, the new 20westkinzie.com allows users to search not only floor plans and elevations but new restaurants, galleries and must sees in River North. It worked. 60 days after its launch, two leading internet startups inked deals in the building with options to expand.