As an inspired ultra-luxury residential skyscraper destined to join the iconic Chicago skyline, 1000M needed a brand to match its majestic 74-story design, unparalleled amenities, picturesque location and vision for the future. The Otherwise team began work in late 2016, starting with a comprehensive brand strategy. Inspired by John Keats’ “Ode on a Grecian Urn,” we created the 1000M moniker, Seek Beauty, to be more than simply a message to prospective buyers; as the tagline for this richly holistic brand, it serves as both a beckoning and a promise, illuminating a path forward for the years to come.
In designing the visual identity, we drew from the timeless location of the building and its forever views of Grant Park and the lakefront. The sleek lines, sophisticated palette and modern typography all reflect aspects of the architecture, the residences and the prestigious Michigan Avenue address.
With construction officially underway, the 1000M brand remains vibrant and ever-relevant, calling us all to seek the beauty in life.