One11 West Illinois
When a new office building shaped like a razor was planned in downtown Chicago, we know that we couldn’t give it the staid image of a Wacker Drive high-rise. It needed the cachet to fit into River North, an area full of boutique hotels and stylish eateries. Plus, our market segmentation told us that our audience wasn’t corporate but new economy businesses, nonprofits and retail. Borrowing the flair of international trend-setters like Ian Schrager and Tom Ford, we designed a logo mark and a tagline “Office From a Whole New Angle” that spoke to the mod neighborhood and award-winning architecture. Chicago Tribune described the building as a “beautiful iceberg” and our brand reflected that in transparent tones, cool palette and fashion-influenced photography that added zest to the One11 brand. The building quickly rose to more than a 90% occupancy and today is one of the area’s signature structures.