Irvine Company

Real Estate

Historic Rise

Since 1864, Irvine Company has been making a name for itself through dedicated partnership and stewardship across its 500-plus properties in California. To make its mark in Chicago, the privately-held real estate investment company selected 50,000feet to bring local life and voice to its Trophy office towers in the Loop.

Insight

As a major metropolis, Chicago has one of the world’s largest and most diversified economies, offering a phenomenal quality of life with hundreds of world-renowned cultural institutions in an architecturally stunning, creative and vibrant global city. According to World Business Chicago, the numbers speak for themselves: 400 major corporate headquarters, including 31 Fortune 500 companies and 300 corporate R&D facilities; $188 billion in imports and exports; and the #1 best-connected airport in the U.S. Represented by three of Chicago’s A+ properties, Irvine Company Office properties combine a customer-centric philosophy with innovative workplace design to create a modern working community.

Idea

50,000feet developed a brand identity system to capture the buildings’ prestigious qualities and to reflect the Irvine Company brand with a bold, Chicago take. From a printed lookbook to environmental design to digital marketing, we created integrated communications to build awareness and engage the broker community, keeping Irvine’s Chicago properties top-of-mind among prospective tenants. We also developed a video series and immersive tour experiences to reflect the sensibilities of Chicago as well as the ambition and sophistication of the professionals who live and work here.

Impact

Our work for Irvine Company helped to position their properties within the Chicago market to expand their customer base and support their work with in-market partners. Together, we helped to achieve higher levels of awareness and engagement with target audiences and to grow Irvine Company's share of voice in a highly competitive commercial real estate market. Results have included an increase in property inquiries and tours, promising leads and a greater visibility in the Chicago market. In the words of architect Elva Rubio, “We’re in Chicago—we can do anything, damn it.”

Identity

We created a name and identity for these premier buildings, uniting them under the strong tradition of Irvine Company while giving them room to make an impression of their own. Enter The Chicago Collection—here now and here to stay.

Identity System

Presenting a new identity to the world starts with clear communication. For business cards and letterhead, we created a clean and simple look with a pop of color to signify The Chicago Collection’s distinct properties.

Print Collateral

To highlight the unique personality of each of the properties, we created lookbooks showcasing their respective amenities, architecture and attitudes, expressed through dramatic photography and vivid language.

Environmental Design

Irvine Company believes that where you work should inspire what you do. To give prospective tenants a glimpse into the Irvine experience, we designed and installed custom tour suites complete with artist renderings, bold signage and curated furniture, all framed by stunning city views.

You Have Arrived Video Series

The story of The Chicago Collection extends beyond the buildings to the city itself. To capture the energy of each landmark location, we created a video series of commutes, tracing Chicago’s beauty, complexity and ambition by bike, train and car. Here, you have arrived.