MILA CHICAGO
A More Magnificent Mile
Branding the first new residential development on Chicago's Magnificent Mile in over four decades presented a unique challenge and an extraordinary opportunity. Targeting an audience of students and young professionals, the brand needed to resonate with modern sensibilities while honoring the legacy of this iconic location.
PROJECT TYPE
Naming
Identity System
Website Design
Marketing Collateral
APPROACH
As the "City of the Big Shoulders," much of Chicago's historical narrative centers on its male figures. We recognized the importance of introducing a counterbalance to this history with something fresh, unexpected, and graceful. This exploration led us to the name "Mila," which also serves as a clever portmanteau of its prime location at the intersection of Michigan and Lake Avenues.
In developing Mila's brand identity, we focused on seamlessly blending contemporary aesthetics with the rich architectural heritage of the Magnificent Mile. The sleek lines and curated color palette mirror the sophisticated architecture, interior design, and the urban lakeside setting. Our goal was to capture the essence of the luxurious lifestyle promised at Mila.
LOGO EXPLORATIONS
