The design team at Firebelly Design developed a comprehensive local brand book for 360 CHICAGO to unify and elevate the attraction’s identity across every touchpoint and offering. Rooted in a deep understanding of Chicago’s character, the work positioned 360 CHICAGO not simply as an observation deck, but as an immersive experience that invites visitors to feel the city as much as they see it.
Chicago pulls you in and makes you feel like you’re one of its own and the team crafted a cohesive brand system to make you feel it. At its core is a new totemic element, an ownable visual device inspired by 975 N Michigan Ave's architecture and verticality. The motif acts as a unifier across applications, reinforcing presence, perspective, and place. The brand book pairs this with defined typography, color, and photographic principles, alongside a tone of voice rooted in authenticity, resilience, and community.
Messaging highlights Chicago’s grit and beauty, its history of reinvention, and the importance of amplifying neighborhood voices through local collaborations—ensuring every touchpoint reflects a grounded, human, and immersive experience that stays with visitors long after they leave.
- Design
- Will Miller
- Design
- Dean Sweetnich
- Design
- Ruth Lin
- Client Services
- Susannah Ramshaw
- Project Management
- Makenzie Beyer
- Strategy
- Elaine Hancock
