800 Fulton

About

Thor Equities is looking to build a Chicago portfolio. 800 W. Fulton Market is a mixed-use office building that represents a flagship project in Thor’s overall portfolio. The premier location is at the gateway to Chicago's hottest submarket. SOM’s distinctive design and building features set the project well apart from other Fulton Market and downtown properties. We were asked to market what is destined to be a Chicago landmark.

Inspiration

The client wanted a bold, sophisticated, sleek campaign design that reflected the building’s LEED Platinum certification. 800 Fulton was a revolutionary, tech-enabled smart building and every touchpoint needed to deliver on this powerful point of difference. It took many rounds of discovery calls and revisions to land on the identity. One day, I began exploring logo solutions that combined the architecture and address — the numbers rise to create a stair step that reflects the terraces, and the “8” reflects the iconic x-bracing that is the foundation of its expansive floorplate.

Solution

Branding began with my logo design that truly honored the stair-step architecture of the property. A frequent response has been: “I can immediately imagine the building when I see that logo,” and that makes my heart sing. I also helped develop a robust campaign that expressed the idea of culturally assimilating with the transformational area: “Be Fulton Market” became a rally cry, elevating the property as an ambassador that authentically embraced the neighborhood.

We collaborated with leasing, creating a website, animated stacking and amenity plans, construction banners, email, direct mail, sales center design and more. Knowing mobile was an important touchpoint for our potential tenant base, we created a responsive design that minimized copy, maximized visual impact and focused on delivering clean, intuitive navigation. I created an iconography collection that highlighted the building’s tech amenities and efficiency solutions. To drive engagement with the direct mail, I worked closely with the printer to bring to life my vision for showcasing the building as a 3-D pop-up in the brochure. The client was ecstatic, stating it was a breakthrough, arresting print solution.

Nine months after the marketing launch, the leasing team secured anchor tenant Aspen Dental, taking 200,000 square feet on 8 floors.