CHASE

MAGNIFICENT MILE, CHICAGO_2024

A bold exterior identity concept for one of the world’s most iconic retail corridors, reimagining Michigan Avenue through architectural-scale signage and environmental branding interventions designed to command attention.

The work explores how brand systems translate into urban space turning façades into a cohesive visual experience that reinforces identity at city scale while respecting the density and energy of the corridor.

Role: Experiential Designer
Scope: Concept development for large-scale environmental signage and urban brand expression

Approach:

• Developed exterior visual identity concepts for a high-density retail corridor environment

• Translated brand standards into architectural-scale signage and environmental applications

• Explored visibility across day/night conditions in an urban context

• Designed interventions intended to integrate with existing streetscape architecture

• Built 3D models to test spatial impact within real-world context

• Produced high-fidelity renders to communicate environmental intent and visual hierarchy

Concept only.