Reviving Chicago’s Financial District
The LaSalle Chicago, an Autograph Collection Hotel, achieves a level of hospitable elegance new to LaSalle Street. It will be a welcome addition to an area of the Loop struggling with vacancies and an increasingly quiet atmosphere. 
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Initially branded by Outside Agency as The Reserve, the client later changed the hotel name to The LaSalle to align with a luxurious hotel of the same name built in 1908. I came onto the project to develop the rebrand, including writing a revised brand narrative, personality, promise,  pillars, a signature experience, and activations that reflected the stately interiors, site history, and financial prowess. 

Elevated, confident, and invested, the brand embodies a timelessness that shakes hands with grandeur, setting a cosmopolitan tone and tailored guest experience.

Services: 
Brand Strategy 
Brand Development
Copywriting 

Studio: Outside Agency 
Creative Direction: Jana Singer Arbogast
Visual Identity: Outside Agency

Photo: @TheLaSalleChicago