TRIBUNE TOWER RESIDENCES
Brand Development + Marketing
AGENCY Michael Coleman Creative Services
ROLE Design Lead
YEAR 2018-2024
Nearly a century after the Tribune Tower first graced the Chicago skyline, the iconic building was being reimagined for a new era and purpose by development partners CIM and Gollub & Co. During the meticulous restoration and renovation of this historic landmark, MCCS was chosen to brand and market this incredible, once-in-a-lifetime opportunity to own a piece of Chicago history.
Built from the Ground Up
I provided an array of creative services prior to and throughout the sales cycle, including website UI/UX storyboarding, print and digital marketing collateral, email advertising and communications, social media content, large format construction and retail signage design. These efforts resulted in highly effective campaigns that led to half of available units being sold prior to the building’s opening.
Print Marketing
Reintroducing Tribune Tower to Chicago Residents was a top priority when it came to our marketing plan. The Residences boast 162 unique floorplans, 55,000 ft of amenity space, and dozens of unique features that distinguish them from any other address in the city.
Our print brochure and ad campaign focused on these differentiators, pairing them with eye-catching imagery taken from the property. The final results celebrated Tribune’s past while looking towards its future.
Drag the slider to view two alternative print ads.
Exterior Signage
Tribune Tower Residences’ marketing budget allowed us to design signage throughout Chicago, beginning with a series of scaffolds before moving onto large-format billboards.
The 300-ft scaffolding featured here was present throughout the Residences’ construction, driving interested parties to the sales center while also promoting a number of upcoming Michigan Avenue shops.
Exterior advertising announcing Residences and Sales Gallery.
Two-story installation outside of East Bank Club Chicago.
Digital Marketing
Turning to digital platforms allowed us to design more intimate experiences, including an expansive website and engaging social media posts.
By focusing on the story of Tribune Tower, our team was able to find unique features of the building and its history that endeared it to potential buyers. These buyers would then be directed to the Sales Center where they could tour and purchase their own piece of history.
Tribune Tower Residences' social calendar included a number of static, carousel, and video posts highlighting its unique place in Chicago.
Historical Post
“Be in awe of the intricate details and masterful carvings of Tribune Tower Residences, a Neo-Gothic marvel seamlessly marrying historic craftsmanship with contemporary luxury, setting a new standard of architectural excellence.”
Amenities Post
“High above the hustle and bustle of Chicago, the exclusive Crown Terrace lounge offers one of the city’s most coveted views alongside an array of amenities to help you unwind, entertain, and enjoy life at Tribune Tower Residences.”
Locale Post
“Experience life at the pinnacle of sophistication, where every day as a resident of Tribune Tower Residences is a testament to architectural marvels and metropolitan allure.”
A LITTLE MORE
TO CHEW ON
Hi, I’m Kane Metz, an art director and designer with 9+ years of agency experience. When I’m off the clock you can find me reading, watching movies, playing tabletop rpgs, or biking Chicago’s lakefront path.
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