Project
1200 W Carroll
Client
Sterling Bay
AustralianSuper
Location
Chicago, IL
Services
Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings, Leasing Collateral, Property Website, Digital Marketing, Augmented Reality, Email Campaign
1200W, a new, ground-up, 472,061-square-foot office tower designed by Gensler, represents the pinnacle of developer Sterling Bay’s work in Fulton Market. The 14-story, glass and steel building towers over the west end of the city’s hottest submarket, offering sweeping views of Chicago from its double-height penthouse high above streets once home to meat packers and cold storage buildings. This transformative development features elevated architecture that inspires forward-thinking companies seeking sophistication and excitement.
We knew that 1200W would make a statement once completed and were eager to get started but life, as they say, had other plans. We began our intake and discovery process in late February 2020 and quickly found ourselves learning to pivot to a new way of working.
However, with Sterling Bay’s forward-thinking vision resolute, we got to work creating a brand campaign to help sell their ambitious take on an office and a reimagined future. All of the work you see here was completed entirely in quarantine, with 1200W representing one of the first projects Neoscape completed while sheltering in place.
To begin, our team developed the brand identity – very much inspired by the architecture of the building – a theme which carries throughout all the assets we produced.We also created a series of renderings and a brand film to tell the brand story. Being proactive in our response to an evolving office landscape, the film directly addresses the state of our world in light of the pandemic, while reinforcing that the building can be a vehicle of change for tenants.
The renderings depict offices reimagined to accommodate modern needs – including additional open space for social distancing and amenities like a wellness center and roof deck.
~ Keith M. Douglas, Chief Innovation & Marketing
Officer Sterling Bay
Ultimately, we were challenged to be more agile, inventive, and nimble in our work on 1200W and pushed ourselves to reach new heights in how we presented this exciting development to the world.
– Brand Strategy
– Naming + Visual Identity
– Brand Voice + Copywriting
– Brand Film
– Augmented Reality
– Renderings
– Brochure
– Leasing Presentation
– Email Campaign
– Direct Mail
– Branded Swag + Collateral
– Website Strategy, Design + Development
square feet of office space
square-foot floor plates
Sterling Bay breaks ground
Team
Sterling Bay
AustralianSuper
Services
Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings, Leasing Collateral, Property Website, Digital Marketing, Augmented Reality, Email Campaign
Website
