The City of Chicago Branding

This project reimagines Chicago’s identity through a flexible visual system grounded in six defining traits: Grit, Innovation, Intellect, Ambition, Courage, and Loyalty. Together, these qualities capture the city’s resilience and its forward momentum.



At the center of the branding is the highlighted “i” in Chicago, symbolizing the people who give the city its soul. Formed from six geometric elements—each representing one of the core attributes identified through research into Chicago’s culture and history—the “i” underscores that the city’s true strength lies in its citizens, their creativity, character, and vision for the future.



The new tagline, Steel and Soul, reflects this duality: Chicago is defined not only by its iconic skyline of steel and glass, but also by the spirit of its people. To extend this cultural narrative, I developed a TV & Film content series, creating a “must-see journey” through the city’s most memorable on-screen locations—demonstrating how Chicago continues to inspire stories, creativity, and cultural relevance worldwide.



To bring the identity to life, I produced a brand montage in After Effects that captures the emotional tone of Chicago—resonating with both those who dream of visiting and those who proudly call it home.