North + Vine
Challenge
White Oak Realty Partners needed to brand a premier mixed-use residential building on Chicago’s North Avenue before Spring 2020 delivery. The Old Town location had history and character, and the developer had a vision for Midwest-coastal living and recognized the uniqueness of the property’s position. The building required a complete brand identity that would capture that vision and translate it into something renters could connect with. Without distinctive positioning and supporting materials, the property would launch as another address in an already crowded market.
client
North + Vine
INDUSTRY
Real Estate & Development
SERVICES
Branding
Creative direction & design
Marketing strategy
Website development
Commercial printing
Solution
The name North + Vine emerged as a direct echo of LA’s Hollywood and Vine district, immediately establishing a cultural connection while celebrating the Chicago address. We built the brand concept around selling Chicago sun all year long, positioning the property as Midwest-coastal luxury. The complete brand strategy came first: brand architecture, color palette, typography, brand story, guide and mood board. Then, 1905 New Media executed the creative direction and design across every touchpoint. Website, videos, photography, renderings, signage and print collateral all reinforced the positioning. The brand launched with Old Town’s confidence and West Coast’s energy all in one place.
Coastal Meets Chicago
North + Vine gave the property a distinctive market position in Old Town, with the name creating immediate recognition and the Midwest-coastal concept differentiating it from competing developments. The 261-unit building opened in Spring 2020, and the White Oak Realty Partners team quickly saw the asset stabilize. The positioning gave renters permission to want both: Chicago authenticity and an aspirational lifestyle. By translating West Coast energy into a Midwest address, we proved that luxury residential properties can compete on culture and confidence, not just location. Hollywood and Vine belongs to LA. North + Vine belongs to Chicago.
