MILA
Challenge
John Buck Company, a developer who reignited the Magnificent Mile with several projects, was building the first new luxury residence Michigan Avenue had seen in a decade. Rising 40 stories at 200 N Michigan Avenue, MILA would deliver 403 units and 22,000 square feet of retail space in Spring 2016. The address was iconic, but the Magnificent Mile had become the Millennium Mile — a market where standing out took more than location. Luxury renters had options, and MILA was walking into a competitive landscape without a brand to call its own. The building needed an identity that could match its ambition.
client
MILA
INDUSTRY
Real Estate & Development
SERVICES
Marketing strategy
Website & app development
Creative direction & design
Digital marketing
Branding
Commercial printing
Solution
1905 New Media began with a simple foundation and built from there. The MILA name, pulled from Michigan Avenue and Lake Street, acted as both a map marker and a memorable name for the new complex. From the name, we developed the positioning that would define how the building showed up in Chicago’s luxury market: “More Refined, More Magnificent, More Chicago.” This messaging gave the brand a voice that elevated without overreaching. The visual identity came next, paired with a color system and typography that could flex across any application.
Designed to Scale
We built out the brand architecture to provide John Buck Company with a framework for maintaining consistency as they scaled up for launch. The cohesive stationery system made every interaction intentional. Signage put MILA on the map, literally and figuratively, claiming space on one of Chicago’s most competitive streets. The website tied it all together, translating the refined aesthetic into a digital experience prospective residents could explore before ever stepping inside.
