The Chicago Board of Trade Building

Place + Property

A new identity for an architectural icon.

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 identity system, designed and developed a new website, and implemented a robust wayfinding system throughout the building — all of which culminated in a launch campaign that showcases The Chicago Board of Trade Building in all its glory.

Client

R2 Companies

Chicago, IL

Scope of Work

Brand Strategy
Brand Design
Web Design + Development
Branded Environments
Signage + Wayfinding
Copy + Messaging
Print Design
Creative Direction
Campaign Strategy

A hanging sign in a building hallway points left to the main lobby and visitor check-in, with icons for an escalator and an arrow. Walls and floor are tan marble, with a couch visible in the background.

A person stands with their back to the camera, wearing a green t-shirt featuring a white graphic of a tall building with a small figure on top and the text The Chicago Board of Trade Building.

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.

A beige wall with the black text FLOORS 14-22 beside an entrance leading to stairs, with artwork and a framed yellow jacket visible on the far wall inside.

A black silhouette of a tiered building is mounted on a wooden wall, illuminated from behind with a warm yellow glow, above a dark horizontal ledge.

A hallway with a ramp and stairs features a large wall mural of a person writing on a trading board. An elevator is visible to the right, and a person is blurred while walking past the elevator.

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.

A modern office lobby with seating areas, plants, and stylish lighting is shown below a headline that reads Space for Greatness. Text describes the variety of office spaces available at the Chicago Board of Trade Building.

Dark green menu screen with white text reading: The Chicago Board of Trade Building. Options listed: Leasing, The Building, History, Contact, Tenant Center. Navigation icons appear at the bottom.

A view of the grand lobby inside the Chicago Board of Trade Building, featuring marble columns, high ceilings, and a few people walking on the polished floor. Text promotes the building’s historical and architectural significance.

“We’ve partnered with Zoyes on numerous projects over the years, and they continue to impress every time. The team is not only deeply creative and full of fresh, edgy ideas, but also incredibly prompt, kind, and easy to work with. Zoyes brings design expertise, strategic thinking, and genuine passion to everything they touch. Can’t recommend them highly enough.”

Leasing Director, Madison Rose

A sign on a wall indicates a womens restroom with icons for women and accessibility, showing it is wheelchair accessible. The sign has bold white text on a dark background.

Minimalist illustration of a light-colored, tiered building with a small spire on top, set against a dark green background.

A blurred person walks past a wall mural featuring a photo of the Chicago Board of Trade Building with its name in white text. The hallway is modern, with shiny floors and white walls.

A marble wall displays raised letters reading “Main Lobby & Visitor Check In” with an arrow pointing left, indicating the direction to the main lobby and visitor check-in area.

A beige stone building with decorative carvings and statues is set against a clear blue sky. White text over the image reads: The Chicago Board of Trade Building.

A city street leads to a historic, tall building with a large clock above its entrance. Bold white text reads Iconic by Nature. The Instagram handle @cbotbuilding appears on the side.

A modern building lobby with tall glass walls, a large hanging banner, two people walking, and sunlight streaming in, creating reflections and shadows on the floor.

Credits + Collaboration

VideographyIndoor Drone Tours

PhotographyJacob Hand Gabriel Vargas

Next Project The Chicago Board of Trade Building Museum