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.