The Diamond

The building’s new owners, equipped with a bold vision for the property’s future, approached us with a challenge – help them breathe new life into an aging, but iconic, commercial building that had gone stale under its previous ownership.

We started with a name, The Diamond, that proudly stakes its claim as the centerpiece of the Chicago Skyline. An obvious nod to the building’s signature sloped atrium, the name also draws from the building’s gleaming, light-soaked interiors and impeccable lakefront views. The Diamond is where the brilliance of Chicago takes center stage.

Built around a bold wordmark and a faceted silhouette icon inspired by the play of light and shadow, the building’s identity system is simple, but highly adaptable. Similarly, black and white lead a high-contrast color palette, while the dynamic gradient system serves as a visual interpretation of a prism – a fluid manifestation of the brilliance of light, color, and energy.

We provided creative direction for a new collection of photo and video assets that celebrate the building’s stunning architecture, world-class office interiors, and the vibrant nature of the neighborhood it calls home.

With the brand established, Zoyes worked on a multifaceted launch campaign centered around the building’s iconic architecture and unrivaled lakefront location. Diamond references abound, with headlines like “Chicago’s Crown Jewel” and “Brilliant From Every Angle” leading the campaign, while a series of secondary headlines highlight the East Loop neighborhood’s dynamic ‘work, play, thrive’ lifestyle.

Zoyes designed and developed The Diamond’s new website — a key leasing tool and focal point of the brand launch — where the building’s dynamic new narrative takes center stage. A series of ‘member’s only’ apparel and branded merch designed for existing tenants is instilling a renewed sense of pride in the building, and transit-oriented out-of-home advertising meets Chicagoans across the downtown area.

Due to the relatively complex nature of The Diamond’s brand system, and the building’s need for ongoing marketing, it was imperative that the management and leasing teams were given the tools necessary to independently maintain the brand moving forward. Keeping the brand consistent, while allowing it to evolve organically over time, was an essential component of the project’s success.

To that end, Zoyes produced a comprehensive brand standards package that includes detailed guidelines around the dynamic gradient color system, creative direction for photography, videography, and conceptual renderings, and the use of motion in the brand.