THE ROBEY CHICAGO ⎯
REBRAND
CLIENT: College project
ROLE: Rebrand
DATE: 2019
​
THE GOAL​
​
Originally built in 1929 as an office building, The Robey Hotel sits on one of the iconic six corners in the Wicker Park neighborhood of Chicago. The Art Deco building towers over the neighborhood, standing as the only skyscraper for miles.
The assignment for this project was open-ended: reinterpret a real-world brand through a fresh design lens. I chose The Robey because of its rich architectural character and unique presence in the city.
THE STRATEGY​
​
To create a more interesting and ownable identity, I began by studying what makes The Robey feel distinct. The hotel is housed in a striking Art Deco flatiron-style building, one of the first skyscrapers built outside of downtown Chicago. Its architecture is its signature.
​
My solution was to use the architecture as the architecture of the mark. I created a logo that mimics the shape and perspective of the building itself, making the identity inseparable from the structure. The result is a simplified, geometric mark that is:
​
-
Rooted in place — uniquely tied to the hotel’s silhouette and location.
-
Architecturally inspired — honoring the Art Deco origins without feeling vintage or overly ornamental.
-
Minimal and memorable — scalable for signage, digital use, and merchandise while maintaining its character.
THE OUTCOME​​​
​
The final design presents a visually iconic symbol that amplifies the brand’s presence while staying true to the identity of the building. The mark feels modern, structured, and timeless, just like the space itself.
​
Although this was a student project, it reflects my approach to identity design: research deeply, find what’s essential, and let that shape the brand from the inside out.