Illuminated modern office tower against a twilight cityscape with 1200W branding

1200 West Carroll

A new office standard in Chicago's Fulton Market

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.

Business as (un)usual

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.

Modern architectural marketing brochure featuring building renderings and a vertical layout

Real estate direct mailer with a modern office building and bold branding elements

Gray fabric tote bag featuring a sketched geometric building and 1200W branding

White glass water bottle with bamboo lid and subtle 1200W branding on the surface

Person stretching on a brown yoga mat with 1200W branding in an indoor setting

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.

Reimagining office space

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.

Watch the film

“
Working with Neoscape was a collaborative, streamlined experience and the resulting work tells an exceptional brand story that is the benchmark for everything we do.
”

Keith M. Douglas Chief Innovation & Marketing Officer, Sterling Bay

Large glass office building with stacked levels in an urban setting under a blue sky.

Evening street-level view of a vibrant office building with illuminated interiors

Modern office building with stacked glass floors and a pedestrian-friendly streetscape

Modern coworking space featuring a social lounge, skyline views, and recreational amenities

Stylish office lobby with modern reception, built-in bookshelves, and bright open spaces

Elevated architecture that inspires

For the website, our UX team developed a dynamic menu and stacked headline format, which mimics the unique architecture of the building. The brochure follows suit, using heavy architectural inspiration to convey information to brokers and prospective tenants.

Real estate website homepage featuring a modern office development and bold typography

Business website showcasing modern office spaces, leasing details, and employee engagement

Website screen showing office availability with an architectural floor plan diagram

Commercial real estate website displaying building highlights and leasing information

Office leasing website with architectural visuals and contact details for prospective tenants

Reaching new heights

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.

472,061

square feet of office space
51,000

square-foot floor plates
2021

Sterling Bay breaks ground

Services

Strategy & Positioning, Naming, Branding & Identity, Brand Story & Messaging, Renderings, Leasing Collateral, Property Website, Digital Marketing, Augmented Reality, Email Campaign

Team

Sterling Bay
AustralianSuper

Website

1200wcarroll.com

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