Roosevelt Collection

Year:: 2013
Industry:: Real Estate

(Services)

Intro

Feel the Balance

Nestled in Chicago’s South Loop neighborhood, The Roosevelt Collection is a 1.3 million square-foot destination that unites a vibrant retail center with an upscale residential community.

It’s a place where residents and visitors can gather to enjoy activities across the spectrum, from the serene and restorative to the adventurous and indulgent. Previously they went to market as two separate brands, The Shops and The Lofts, but our refresh sought to coalesce the place as one.

Before

After

Taking into account the property’s wide array of options, we developed a visual and verbal identity for the project that centered around a compelling but flexible key idea: Life Meets Leisure.

The property’s brand voice is nuanced, matching the active, energetic pulse of the area and complementing the site’s diverse tenants and residents.

Monolithic brand architecture differentiates the Shops from Lofts. Color palette, photography and the energy of a pulsating graphic texture further support the unique tone of each offering. At the same time, the Roosevelt Collection brand is united through materiality, typography and visual form—striking an overall balance between individuality and continuity