Michigan Plaza

About 

Michigan Plaza is a unique work experience because of its well positioned and established East Loop location, but that’s not all. Renovations completely transformed the interior look, feel and experience of the building. They wanted a campaign to help keep the interest of current tenants while also attracting new tenants to fill the recent vacancies.

Inspiration

I was inspired by the hospitality, amenities, and what the area had to offer — it wasn’t just a place to work, it is also a place to unwind. I imagined how tenants must dream of the endless possibilities the day could bring. My idea was to bring to life the concept of “what would the tenant be dreaming of doing that day?” I initiated the idea to interview actual tenants of Michigan Plaza and utilize their input to communicate the benefits of the building. Incorporating their feedback, I illustrated, helped direct photography, designed emails, direct mailers, packaging and brainstormed broker/tenant giveaways.

Solution

The concept we landed on was All Business. Mostly:
”It’s time to color outside the lines of the status quo. We’re drawing a new picture, one that disrupts the “expected” with a spirit of fun. Which isn’t to say we can’t get down to business with the best of ‘em—our new conference centers, redefined amenities, fitness facilities were made to get work done. But we go even further. Fun, funky, and altogether fresh: that’s Michigan Plaza.”