COLORMARQUE

In 2019, the Hyatt Loop Chicago was looking to boost the profile of Aire, its rooftop bar that sits 30 stories above Chase Plaza. With a customer base that leaned heavily on its hotel guests, they were interested in lowering their core demographic to between 25 and 49. In particular with wanted to expand their reach amongst the local, professional after work crowd.

 

Led by myself and Lindsey Meyers, we developed the "Up In The Air" campaign. Creative and copy were guided by the design of "Grounded," a 5 story blacklight mural from Berlin based artist, Onur. Crafted around the relationship of the rooftop space to the endless sky above, and the backdrop of the lake, it works to melt away the canyon of steel, if just for a moment. Fueled by hotel room collateral, to a specialty beer crafted by Maplewood brewery, the cohesive aesthetic and brand push, worked to draw the updated clientele and deliver success to the project.

​

The successful initiative was kicked-off with an exclusive "Black Light" relaunch event. The production brought out professionals, influencers, foodies, and music lovers together to celebrate a space that many of them witnessed the transformation of, from their offices they could now enjoy in person. While Covid did delay a second season of enjoyment, many of the campaign and branding elements continue to live on.