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The Diamond

A Bold Vision for Chicago’s Crown Jewel

Brand + Form

A select few buildings can truly claim iconic status — The Diamond is one of them. It is the crown jewel of the Chicago skyline; a global landmark that defines the city’s visual landscape and serves as a beacon for the world’s best and brightest companies.

We worked with building owners R2 to develop a brand rooted in the dynamic energy, creative culture, and innovative spirit of Chicago. By embracing the building’s defining architectural features, the new brand amplifies the elements that have long made The Diamond an icon to Chicago and to the world.

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

Experience Chicago at its Best

The building’s new owners, equipped with an injection of capital and a bold vision for 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.

Zoyes | The Diamond Chicago
Zoyes | The Diamond Chicago Zoyes | The Diamond Chicago

Brilliant from Every Angle

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.

Zoyes | The Diamond Chicago Zoyes | The Diamond Chicago

A Multifaceted Brand Launch

With the brand established, Zoyes worked with the ownership and leasing teams 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 ‘live, work, 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 ‘members only’ apparel and branded merch designed for existing tenants is instilling a renewed sense of pride in the building, and transit-oriented OOH advertising meets Chicagoans across the downtown area.

Zoyes | The Diamond Chicago

Prepared for the Future

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.

Video by Indoor Drone Tours.