845 W. Madison is the fourth development project for Lendlease in Chicago, a return to a market that was once an investment stronghold for the company until the 1980s. Development partners Lendlease, The John Buck Company, and Intercontinental Real Estate Company, known for delivering ultra-premium buildings, turned to Torque to lead the branding process for their latest flagship product. Positioned in part as an expansion of the Fulton Market district, the project also needed to perform at the level of the city’s hottest submarket.
Lendlease, The John Buck Company, Intercontinental Real Estate
GREC Architecture
Delivered Summer 2020
Chicago, IL
Residential
Full block site with 586 apartments, 13 townhomes, and 11,000 SF of retail within 17 stories
We approached working with three high-powered developers (and other important stakeholders) using our inclusive Emergent Brand Marketing process to involve, engage and ultimately gain buy-in and consensus about the property story and branding strategy. With the brand platform in place, we developed the property messaging, website, digital media, and construction signage.
