21c Museum Hotel Chicago
( 🎨 🏨 🐧 )
Brand evolution and awareness campaign for the multi-venue museum and boutique hotel’s Chicago launch.
Graphic tapestry
An array of designs were developed to work in concert―weaving brand and campaign messages together―to introduce 21c to the Chicago market. The designs deconstruct the identity creating motion and depth to draw you in and represent the art exhibited inside.
The idea of depth was essential to the concept, especially for the out-of-home placements. The designs needed to work together to impact and inform from a distance, but have enough intrigue to pull you in closer and set the tone of a contemporary art collection.
About the penguins
Colorful penguins have become synonymous with the 21c experience and greet visitors throughout each hotel. The penguin silhouette became our mascot of curiosity while being a familiar figure to fans of the museum hotels.
We wanted to give a wink and a nod to the fans of the museum hotels and have those not in the know ask, “What’s up with all the penguins?”
Mobile museum experience
Social ads for the campaign create hypnotic motion with dynamic washes of color that represent the art gallery walls and the museum going experience.
Focus was placed on the abstraction of the logo to introduce the brand and its unique postion as a museum hotel.
