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The Chicago Board of Trade Building

A New Identity for an Architectural Icon.

Brand + Form

An art deco masterpiece in the heart of downtown Chicago, The Chicago Board of Trade Building is one of the city's most iconic landmarks. Zoyes worked alongside building owners R2 to develop a new brand that would revitalize and reposition the building for another century of greatness.

We crafted the narrative and messaging strategy for the building, designed the brand's new identity system, designed + developed a new website, and implemented a launch campaign that showcases The Chicago Board of Trade Building in all its glory.

  • Brand Strategy
  • Identity Design
  • Brand Development
  • Art Direction
  • Campaign Strategy
  • Web Design + Development

Take Your Seat at the Board

Struggling to stand out from the crowd in Chicago’s challenging post-COVID commercial real estate landscape, Zoyes was tasked with developing a brand that would reposition this celebrated symbol of Chicago as a future-forward workplace with much to offer beyond its historic grandeur.

Leaning heavily into the sense of pride Chicagoans have for this building, we created an identity system that draws from the Board of Trade Building’s most iconic physical features: its imposing silhouette and its longtime muse, Ceres, who sits proudly atop the building overlooking LaSalle Street.

Zoyes | The Chicago Board of Trade Building Zoyes | The Chicago Board of Trade Building
Zoyes | The Chicago Board of Trade Building

Bringing the Brand to Life

Once the brand was established, Zoyes worked with the building’s ownership team to develop a launch campaign centered around a series of headlines inspired by the building’s iconic stature and long-standing trading legacy. “Iconic by Nature,” “Where Chicago Works,” and “Take Your Seat at the Board” lead the campaign, while a series of secondary headlines targeted at specific tenant audiences complement the brand’s core messaging.

Zoyes designed and developed The Chicago Board of Trade Building’s new website, expanding its online presence and creating an impactful digital experience that serves as both a key leasing tool and a proud celebration of everything the building represents.

Zoyes | The Chicago Board of Trade Building