Embry

Taking root in one of Chicago’s most in-demand neighborhoods, the condominium residences at 21 N. May Street needed a brand that would help push through the noise. Inspired by the location and its storied history, our team created the concept of Embry, a modern classic in the heart of the West Loop. We started with an in-depth brand strategy and then crafted an identity system and supporting collateral to introduce Embry’s unique take on luxury Chicago living to the community and future residents. (read more)

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What we did

  • BRAND STRATEGY
  • NAMING
  • TAGLINE
  • VISUAL IDENTITY
  • STATIONERY
  • COLLATERAL
  • WEBSITE
  • SIGNAGE

In naming the building itself, we dove into the archives at the Chicago History Museum to explore the West Loop’s past. We took the name Embry from a resident who once lived on May Street, and the visual identity that emerged is a nod to the past with elegant, contemporary details that speak to a rich, handmade experience.

Once the brand was established, we moved forward in creating supporting assets, including stationery, an oversized collateral piece that takes its form from sets of architectural drawings, construction signage and a website.

What we did

  • BRAND STRATEGY
  • NAMING
  • TAGLINE
  • VISUAL IDENTITY
  • STATIONERY
  • COLLATERAL
  • WEBSITE
  • SIGNAGE