Dedicated to providing the highest quality homes and real estate services to their clients, Belgravia Group is a Chicago real estate company that has been involved in the development of retail centers, mixed-use properties, and office buildings across Chicagoland since 1947.
In early 2016, Belgravia Group approached Otherwise to develop a brand for their newest luxury residential real estate project on the Chicago River — destined to become a desired option for sophisticated urban living that leverages ultra-refined architecture, riverfront location and refined amenities to speak directly to a discerning audience of homebuyers.
Inspired by the building’s sophistication and nuance, we built a brand that positions it as an unexpected, one-of-a-kind opportunity for those who are “in the know,” refined connoisseurs who seek the best in urban life. Created around the concept of being “hidden in plain sight,” we developed a platform that allows the building to stand out in the Chicago real estate market.
Inspired by the word “runnel” – a delicate stream or brook – we chose the name “Renelle” for the building, since it carries the fluidity and refined gesture of the building’s architecture while referenceing the sights and sounds of the Chicago River. “Renelle” is also a derivation of “renaissance,” reflecting the premise of a new beginning for both the site and the building’s residents.
With the positioning, name and tagline in place, we developed a host of creative assets for Renelle, beginning with its visual identity. Drawing inspiration from the building’s architecture, we developed a stylized “R” with folds that mimic the building’s shape — an elegant representation that reflects the building’s refinement and subtlety. This lovely visual identity was then used in print collateral, digital, print and out-of-home advertising, direct mail and a wrap for a circulator bus that travels the Chicago Loop.
Next, we designed and developed an elegant website for Renelle. Using a combination of renderings and neighborhood photography, the website is an elegant single point of engagement for prospective residents, brokers and the Chicago community at large.
Otherwise has continued to express the Renelle brand through the design of the Sales Center experience, a place for visitors to be immersed in Renelle’s unique brand of urban luxury.