A century ago, the Near South Side was one of Chicago’s greatest neighborhoods. Prairie Avenue, the area’s eastern-most street, housed dozens of mansions, earning the neighborhood the distinction of being “the most expensive street in America west of Fifth Avenue.”
However the rapid growth of the nearby rail line lead to a migration from the neighborhood, and by the early 1970s many of the mansions that had made the neighborhood famous had been replaced with factories and parking lots.
In 2012, Related Midwest, a premier developer of luxury residences, acquired three high-rises in the tarnished neighborhood, and asked Otherwise to develop a branding and marketing campaign that would serve as a cornerstone of the properties’ rise from foreclosure.
Life In The South Loop
Otherwise understood that in order to successfully market Related Midwest’s collection of buildings, we would also have to successfully market the South Loop, a neighborhood that the greater public was still apprehensive about moving into. We accomplished this by developing a campaign that anchored the identities of the properties with those of the neighborhood, introducing the buildings as a desirable place to live, and reintroducing the South Loop as a premier neighborhood.
We developed three distinctive identities based on each of the property’s features and connections to the neighborhood. The result: South Loop Luxury by Related, a collection of condominiums including Adler Place, The Grant and Harbor View. Our marketing campaigns were built around the headlines: “Your City Haven,” “Some People Have All the Luxe,” and “Life’s Real Luxuries.” The campaigns tied the luxury of the properties to the convenience of the neighborhood and introduced a personal dimension to the buildings amenities, establishing the Collection as a location fort those seeking luxury status and sophistication.