The Challenge
VisualFizz worked closely with the Chicago Lakeview Chamber of Commerce on numerous branding projects. From videography on a tight schedule to creative Out of Home marketing campaigns and city banner design, VisualFizz created a series of brand deliverables meant to foster, excite, and support the local neighborhood.
The Solution
Communication and time management were crucial to the project. VisualFizz’s multi-disciplined team was able to juggle multiple open tasks as once, including ongoing branding and design in tandem with photography and videography shoots.
The Result
LVE received a cohesive design and concept for LVE Banner rollout, a 60-second advertisement / commercial that aired on public television, and a more unified community.
Project 1: Lakeview East Banner Design
The Lakeview Chamber of Commerce account was very exciting for VisualFizz. We were contracted to design a concept and subsequent graphic designs for banners that would not only represent the Lakeview Chamber of Commerce throughout the neighborhood, but also fly on the Chicago Cubs’ Wrigley Field!
There are very few Chambers of Commerce in the city of Chicago that represent the size and activity of Lakeview, so the project presented a unique opportunity for a Chicago-based digital marketing agency like VisualFizz. Challenges included how to simultaneously represent the many things that both Wrigleyville and Lakeview East have to offer, with Wrigleyville operating separately from Lakeview East. Thanks to our deep hometown roots, VisualFizz had a special edge when it came to their approach to the project, clearly reflected in the design process and ultimate concept.
With our previous experience branding cities like Chicago, New York, and Melbourne, they were well-suited to knock this project out of the park.
A Deeper Look into the Design Concept
As one of the most diverse neighborhoods in an already diverse Chicago city, Lakeview East has an incredibly rich mix of small independently-owned businesses and large corporate companies, which proved to be an incredibly special challenge. When approaching the design process, VisualFizz turned to other award-winning concepts for inspiration.
Research focused on four specific elements they would focus on for their process, which were:
Focal Point
Bold Pattern
Playful Typography
Illustration Styles
The Challenges
Having chosen the specific elements that they would pull into their design, VisualFizz set out to create two unique and distinctive design concepts that would pull different elements together in a cohesive way to visually represent the overarching theme of diversity in the Lakeview neighborhood commercial industry. In addition to time constraints, one of the other challenges on this project was the diversity of opinion when it came to approaching the concept.
With a lot of opinions, and an organization made up of both 250 individuals as well as a management team, there were a lot of conflicting opinions on how much should be included on the banners. To accomplish this, VisualFizz took the input to showcase the food and beverage, nightlife, Chicago, baseball, and other suggestions and put them into these two distinct design concepts.
The Results
Having chosen the specific elements that they would pull into their design, VisualFizz set out to create two unique and distinctive design concepts that would pull different elements together in a cohesive way to visually represent the overarching theme of diversity in the Lakeview neighborhood commercial industry. In addition to time constraints, one of the other challenges on this project was the diversity of opinion when it came to approaching the concept.
With a lot of opinions, and an organization made up of both 250 individuals as well as a management team, there were a lot of conflicting opinions on how much should be included on the banners. To accomplish this, VisualFizz took the input to showcase the food and beverage, nightlife, Chicago, baseball, and other suggestions and put them into these two distinct design concepts.
Concept 1: Bold & Graphic
The first concept, Bold and Graphic, focused on the slogan “LVE, It’s True”, a play on both Lakeview East (LVE) and on being in “true love” with your neighborhood. This concept focused on Lakeview East’s status as a relevant and historically significant area of Chicago that brings together all the colors of Lakeview East through the design elements, colors, headlines, and illustrations, including a subtle Chicago flag, lake waves, baseball, music, and drinks.
Concept 2: Focal Point
The first concept, Bold and Graphic, focused on the slogan “LVE, It’s True”, a play on both Lakeview East (LVE) and on being in “true love” with your neighborhood. This concept focused on Lakeview East’s status as a relevant and historically significant area of Chicago that brings together all the colors of Lakeview East through the design elements, colors, headlines, and illustrations, including a subtle Chicago flag, lake waves, baseball, music, and drinks.
Ongoing Designs and Development
After numerous iterations and discussions, the Lakeview East team wanted to ensure that we can pack as much of a punch into the designs as possible. It was fundamentally important to not focus too heavily on one single item (for example, solely baseball, the beach, dining, drinking, etc). Since Lakeview East is one of the busiest, most diverse neighborhoods in Chicago, VisualFizz aimed to create the perfect design that captures all the neighborhood has to offer.
Project 2: Video Advertisement Production for Chicago Lakeview Chamber of Commerce
Shortly after completion of the LVE Banner campaign, Lakeview East required additional help. LVE secured a TV advertisement slot with a local Chicago-area television channel and needed a digital marketing agency to create a 30-second commercial with a 7-day turnaround time. VisualFizz was not only up for the task, but proud to produce media to represent a cherished local neighborhood.
A Deeper Look into the Branding and Production Process
The video project, called Wrigleyville 365, resulted in a 30-second video representation of the businesses found in the Wrigleyville neighborhood. In order to get a true feel for creative direction of the commercial, VisualFizz’s videography and branding team trekked both Chicago neighborhoods to film 40+ local businesses. The extremely condensed project timeline certainly put pressure on the VisualFizz team, but the fully-branded commercial launched without a hitch.
The Results
Videography took place as day transitioned into night, which allowed VisualFizz to excellently showcase all the Wrigleyville and Lakeview East has to offer during both the day and the night.
The daytime segments are high-energy with lots of bright sunshine, Chicago views, footage of the L train, and captures the vibe of a nice beer-drinking game day. Nighttime segments, in comparison, are focused on drinking and eating and the available restaurants and overall entertainment-industry vibe.
VisualFizz also created advertising banners for Display marketing campaigns related to this campaign.
Wrigleyville 365- Day Time Banners
Wrigleyville 365- Night Time Banners
VisualFizz is a very talented digital agency and we were excited to work with them on a digital campaign to brand our commercial district. They work in tight deadlines and are very talented. They listen to their client’s needs and develop creative ways to showcase your brand.
Maureen M.
Executive Director, Lakeview East Chamber of Commerce
