McDonald’s Corporation moved its headquarters to Fulton Market in Chicago, after decades of operation in its famed Oak Brook campus. An 80-acre portion of the property was sold to John Paul DeJoria Investments, the new ownership bringing a vision for honoring and enhancing the natural setting and architectural heritage. Torque was tasked with developing a brand narrative and identity that would be as enduring and relevant as the preceding dynasty.
Oak Brook, IL
Office, mixed use
Former McDonald’s Global HQ
80 acre campus, 332,000 SF former office building, 130,000 SF Hamburger University training facility, 218-key Hyatt Lodge Hotel
2020
1988
Dirk Lohan
Architect / 2020 renovations: Wright Heerema
John Paul DeJoria
JLL
Purchase and price $40MM
Torque launched the planning process with our Emergent Ideal State Workshop, which brought together stakeholders from the JLL leasing, Ownership, Architects Wright Heerema, and strategic consultants engaged on the project. We delivered the brand narrative with a focus on sustainability, wellness, integration of nature and human productivity, that linked to the name: The Reserve.
Marketing deliverables included: Logo mark design and brand standards, environmental and space design, digital advertising, sales center design and broker leasing tour path design emphasizing the natural, health and wellness offerings of the various buildings and natural areas. We also developed a series of activation campaigns designed to open up the campus to the surrounding community, which had formerly been gated and private.
