1400 Monroe

When branding 1400 Monroe, a condominium real estate project nestled in the heart of Chicago’s thriving West Loop, we created brand messaging and visual identity that position the property as an oasis for parents, children, pet-lovers and passionate urbanists. (read more)

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What we did

  • Brand messaging
  • Name
  • Visual identity
  • Website
  • Direct Mail
  • Print advertising

Situated in the heart of the bustling West Loop, 1400 Monroe is at the center of a thriving, family-centered community. JK Equities approached us to help brand the new project as an oasis for parents, children, pet-lovers and passionate urbanists in one of the fastest-growing neighborhoods in Chicago.

We kicked off the project’s branding with a name that was direct and to-the-point, establishing 1400 Monroe in as the center-of-it-all in the desirable West Loop. We also created a positioning statement that nails down the project and its distinctive audience: For forward-thinking families with a passion for the urban pulse, 1400 Monroe is a fresh interpretation of home that connects residents to the neighborhood — and to each other — through purposeful growth and opportunities to thrive.

With brand messaging in place, we dove into the visual identity by designing a logo that is modern, smart and sophisticated. Inspired by the M in Monroe, the logo also exudes luxury and opulence, with the abstracted logomark sitting like a crown jewel above 1400 Monroe, set in a sleek and simple typeface.

We then wielded the visual identity to create an array of assets, spanning from website, direct mail and print advertising.

What we did

  • Brand messaging
  • Name
  • Visual identity
  • Website
  • Direct Mail
  • Print advertising