Lakeshore East
Challenge
Once home to Illinois Central Railroad tracks and a nine-hole golf course, Lakeshore East is now a vibrant, self-sufficient neighborhood featuring 4,950 residences, more than 2.2 million square feet of commercial and retail space, 1,500 hotel rooms, an elementary school, a 6-acre botanical park and more. The development, designed by Magellan Development Group and Adrian Smith, redefined the area within walking distance to the Chicago River, Lake Michigan, Michigan Avenue, Grant Park and Millennium Park.
Converting a previously industrial site into a thriving, mixed-use urban community presented unique challenges. The $4 billion, 28-acre urban development needed to integrate residential, commercial and communal spaces into a cohesive, sustainable neighborhood. Marketing this expansive, multi-phase development required a strategy that balanced showcasing individual buildings while still promoting the overarching vision of the entire project.
client
Lakeshore East
INDUSTRY
Civic Planning
SERVICES
Marketing Strategy
Website & App Development
Creative Direction & Design
Digital Marketing
Branding
Commercial Printing
Solution
Through a strategic, unified marketing campaign and a dedicated sales center, Lakeshore East established itself as one of Chicago’s premier urban developments. A single master brand carried across the development, creating consistency and a strong neighborhood identity. The campaign highlighted the rare central green space and botanical park as the community’s defining feature, connecting surrounding buildings, retail and public life. At the same time, 1905 New Media developed individual building identities within the master brand, allowing each property to stand on its own and appeal to audiences ranging from luxury condominium residents to office tenants.
