671 N. Michigan Avenue
My Role: Integrated Designer, Creative Direction
Overview: Located in Chicago's bustling Michigan Avenue, this 10,000-square-foot retail space offers a prime opportunity for dynamic branding on an internationally renowned shopping street. Despite current vacancies, the goal is to create a standout brand that captures attention and attracts innovative tenants looking to make their mark on the Magnificent Mile.
Challenge: An institutional client, new to our portfolio, demands a unique and memorable brand presence amidst fierce competition from retail giants like Nike and Starbucks. The task is to craft a bold, eye-catching concept that distinguishes itself in a high-traffic, tourist-heavy area.
Solution: The proposed concept embraces a vibrant, retro-inspired aesthetic designed to capture the energy and creativity desired by trendsetting tenants. Key elements include:
Dynamic Design: Utilizing variable fonts and a kaleidoscope of shapes and patterns, the design adapts seamlessly to different spaces and audiences.
Vibrant Colors: Leveraging retro hues, the visual identity resonates with the 90s nostalgia popularized by TikTok and style influencers.
Flexibility: The brand’s fluid application ensures it can fit any exterior signage and collateral needs, maintaining visual impact across various formats.
Execution:
Developed a suite of branding assets that includes bright and bold exterior signage and storefront design features.
Conceptualized collateral materials that are equally dynamic, ensuring consistency and allure from every angle.
Positioned the branding strategy to make a significant impact, attracting tenants eager to bring unique concepts to the Magnificent Mile.
Impact: This daring brand concept is designed to invigorate the space, drawing in tenants and shoppers alike. By tapping into the pulse of current cultural trends and responding to the high expectations of an institutional client, this project sets the retail space apart in one of Chicago's most competitive shopping environments.
