Chess Lofts is a redevelopment of a building that was once the headquarters of Chess Records, a popular blues and jazz label in Chicago. We opted to play up the “smart strategy” of a chess game—as well as the smart benefits of true loft living, views of Lake Michigan, proximity to the Loop and 1-year free assessments. We empowered the brand with a rich yellow color that has stopping power. A red plus sign represents how Chess Lofts “adds up to smart strategy.”
