Branding the first new residential community on Chicago’s Mag Mile in over forty years presented a unique challenge and an amazing opportunity. Targeted toward an audience of students and young professionals, the brand had to resonate with modern sensibilities while staying true to the legacy of this iconic location.
As the "City of the Big Shoulders", much of Chicago's historical narrative centers on its male figures. It was important to introduce a counterbalance to this history with something fresh, unexpected, and graceful. This journey led us to the name “Mila,” which also serves as a clever portmanteau of its prime location at Michigan and Lake Avenues.
In developing Mila’s identity, we focused on blending contemporary aesthetics with the architectural heritage of the Magnificent Mile. The website’s design uses sleek lines and a palette that mirrored the architecture, interiors, and the urban lakeside location. We sought to capture the essence of the sophisticated lifestyle promised at Mila.