When the South East Chicago Commission (SECC), a community-controlled group focused on enhancing the quality of life in five neighborhoods on Chicago’s South Side, was awarded oversight of the new Hyde Park Special Service Area (SSA) #61, they turned to us to develop a brand that would support the establishment of the SSA.
Their goal was to create a brand platform that could act as a central point of engagement for Hyde Park guests, residents and tourists, followed by building a series of brand assets that would help promote the neighborhood and its businesses.
As host to a storied history and ample shopping, dining and cultural destinations, we officially defined the neighborhood’s corridor as Downtown Hyde Park. Its own small town destination, Downtown Hyde Park created a central locale to rally the local community and to draw in visitors. We brought this vision to life with rich brand messaging, anchored by the tagline, Deep Roots. New Vibe.
Continuing from the brand messaging, we created a visual identity that was colorful, bold and timelessly modern. The identity started out with a simple map of downtown Hyde Park — we then drew an original typeface for “Downtown Hyde Park” over the map, creating a window to the map’s graphic grid. This warm and quirky visual identity positions Downtown Hyde Park as an imaginative and forward-thinking neighborhood that promotes self expression.
From there, we created a website for Downtown Hyde Park. The website acts as a hub for the corridor, with the homepage featuring bright, colorful navigation directing visitors to plan their visit, peruse upcoming events or explore the business directory. As a mirror of the corridor itself, the website enforces the belief that Downtown Hyde Park is a vibrant place to live, eat, play and shop.