Creative Vision, Local Insight: How Zoyes Helps Shape Chicago’s Urban Fabric

For a creative agency, there is no canvas quite like Chicago. At Zoyes Creative, our journey in the Second City has been one of steady, strategic immersion, evolving from a partner on individual landmarks to a permanent fixture in the city’s creative ecosystem.

Our recent launch of Belmora for Mavrek Development signifies our growing presence in a market that demands a sophisticated blend of heritage and future-forward vision. Today, with a dedicated full-time presence and a continually expanding portfolio of the city’s most recognizable addresses, Zoyes Creative is heavily invested in Chicago.

Revitalizing a Landmark: The Chicago Board of Trade Building

The Challenge: Repositioning Heritage for a New Era

Few buildings carry the weight of history like The Chicago Board of Trade Building. An Art Deco masterpiece anchoring the financial district, its silhouette is synonymous with the city’s economic might. However, even an icon can evolve. The challenge was clear: how do we reposition a century-old symbol as a future-forward workplace without losing its legendary stature?

The Solution: “Take Your Seat at the Board”

Our approach: develop a brand that celebrates 1930s grandeur while embracing 21st-century perspectives. We leaned into the sense of pride Chicagoans feel for this land-mark, creating an identity system inspired by its most iconic physical features: the imposing silhouette and the goddess Ceres overlooking LaSalle Street. Through a series of evocative headlines like “Iconic by Nature” and “Where Chicago Works,” we revitalized the building’s narrative. The result was a comprehensive branding system, including a new digital experience and a robust wayfinding system, that ensures the Board of Trade Building remains a destination for another century of greatness.

Defining the Skyline: The Diamond at 150 North Michigan

The Challenge: Transforming a Silhouette into a Brand

The skyscraper at 150 North Michigan has always been one of Chicago’s most recognizable skyline profiles, but it lacked an enngaging brand identity that matched its physical presence.

The Solution: The Diamond

We renamed this landmark building ‘The Diamond‘, a title that leverages the building’s most distinct feature and renowned architectural design. The logo and visual identity were derived directly from the building’s defining physical characteristics: its faceted, sloped roofline. By distilling architectural brilliance into a sleek brand system, we helped reposition The Diamond as a masterfully crafted environment for high-value tenants.