JLL has been a professional services firm for over 250 years as a partner to organizations looking to build value and investments in real estate. JLL came to Frey Design to create an identity for an already well-known building in downtown Chicago, 525 West Van Buren. Frey created a dynamic brand that built from the building’s vibrant architecture and continued to use energetic design throughout all marketing pieces. The expansive open floor plates and direct transportation access to the highways are a few of the things that make this building unique.
Starting with the building logo, Frey built upon imagery with a diagonal pattern that could be used for different collateral. Frey also created a rich, warm color palette and used a strong slab serif and sans-serif typography to match a similar look to the logo. We also created a brand guide to set the standards for color and font usage for future design purposes.
Frey created space cards for all the available suites and floors that could be leased out to potential clients. These space cards utilized the brand’s colors, logo, typography, and custom north arrow within the illustrative assets.
To promote an available suite in the building, Frey created a custom coded email to highlight the benefits of the space and showcase the floor plan. This eblast utilized the branded pattern, colors, and a logo alternative with just the mark, a custom icon made for the building and the illustrative floor plan asset. This coded email gave the ability to have a link to a virtual video tour of the space and easy links to the realtors for leasing information.
The marketing floor is being used as a tool to get people to lease available spaces. Frey and the JLL team worked together to detect which areas, amenities, and visual information would be the most beneficial to highlight in the marketing floor. The purpose was to have potential tenants walk the space and have dynamic graphics that gave specific information that the JLL team could speak to and explain further. Frey created banners, floor graphics, and wall art for a space that boasts column-free, 33,500 SF floor plates in a modern space. The wall art included branded floor plans and a strong typography wall to both inform and appeal to potential tenants. The banners highlighted the large area of the space, emphasizing that it could hold a Metra engine with room to spare. 525 West Van Buren’s marketing floor was a relatively large space, so it was important to have immersive designs that utilized the entire space. The columns, which wrapped around the entire floor plan, had different amenities, icons, and specific information to denote different areas and talking points of the building’s distinct features.