Our primary objective was to introduce a new concept of extraordinary residential living to the Lakeview neighborhood while underscoring Optima’s values: design, nature, community and sustainability. We began with a thorough brand strategy driven by the belief that exceptionally designed spaces and experiences elevate our personal sense of wellbeing, while inspiring us and those around us.
Informed by evolving market demands, the brand strategy positions Optima Lakeview as an elevated sense of home that offers a uniquely holistic quality of life and nurtures a sense of community in one of Chicago’s most beloved neighborhoods.
Straightforward and strong, the tagline Expect the Extraordinary, sets the stage for an elevated lifestyle at Optima Lakeview, with experiences and spaces that surprise and delight at every turn. With the messaging established, we developed an elegant visual identity that introduces a subtle wave pattern — referencing both Lake Michigan and the wind — with supporting creative assets including stationery, marketing collateral and site signage.