A Hand-Crafted Brand for Chicago's Fulton Market
UpShift collaborated with Marquette Companies to brand a new class-A multifamily building located in the revitalized and eclectic Fulton Market neighborhood of Chicago,
Called Evo Union Park, UpShift crafted a brand that taps into the area's proud history of making and doing. Nearby, meatpackers, brick-makers, engineers, and shipping tradesmen made Chicago what it is today.
Located in Chicago’s Fulton Market, Evo's name was derived from the rich history and evolution of the area. The architecture of the building keeps true to the area with the use of brick and it's industrial styling but made modern for today. To tie to this idea of evolution, we created a logo that stretches and evolves. The branding takes cues from the exterior and interior design of the property and is reflected in the color palette, messaging and visuals.
For the logo, we chose a typeface that felt like it would resonate with the target demographic
and with the theme of the project--a tad historical, with a modern flair. The addition of 'Union Park' highlights the unique location across from Union Park.
A few print items were executed to be handed out to prospective residents. Floor Plan sheets were created for each floor plan type with a size that fits perfectly in the 9x12" folder for residents to easily keep safe. The inside panel of the folder and one side of a rack card showcase the many features of Evo in a grid format that appears throughout the brand. The business cards use a custom logo pattern that feels authentic and memorable when handed to clients.
A custom temporary website was designed to introduce the brand and announce leasing. This was a simple one-page site that gave a high-level preview of the property and what was to come and for the leasing team to capture prospective residents' information.
Several signage items were created to introduce the brand and announce leasing. The design features the logo, creative brand messaging, custom logo pattern, and lifestyle imagery that reflects the key features of the building.
Evo Union Park is a custom-built website that continues to communicate a fresh, clean, with a minimal color palette using pops of brick red and steel blue which reflect the interiors and overall youthful vibe. The site highlights key amenity spaces and services, along with the incredible parkside location.
Incorporated into our custom website for Evo is an API integration, which allows for prospective residents to see an accurate live view of available units and helps them find the perfect apartment. Users can browse apartments by viewing all plan types, which allows for a high-level overview of various floor plans offered. Or, choose to search by Plan Availability, allowing prospective residents to see what is currently available, or search by specific unit numbers. All our custom sites also include the ability to search by target Move-in date.