angela liu
skydeck
CHICAGO, IL
scope
branding
role
product marketing lead
duration
Q4 2020 - Q2 2021
deliverables
visual identity
brand strategy
marketing collateral
signage
website
theskydeck.comoverview
Skydeck Chicago is the tallest observatory deck in the Western Hemisphere and one of the most visited landmarks in the U.S., drawing over 10 million visitors annually from around the world.
EQ Office completed a multi-million dollar redevelopment and required a new brand that captured the spirit of the transformation.
the challenge
Branding a global landmark comes with built-in complexity - diverse audiences, deep legacy, and only seconds to make an impression. Skydeck needed a brand that could stand out in a crowded cultural landscape, while honoring its iconic status and resonating with both first-time tourists and proud locals.
From an experience perspective, the visit itself had pain points: long lines, unpredictable weather, and a view-centric format that didn't always deliver. Our challenge was to build a brand that reflected the newly redeveloped Skydeck: a multi-faceted, immersive experience designed to surprise and delight at every step.
the vision
The vision was to reintroduce Chicago through its icon - celebrating the city's spirit, history, and skyline in a way that feels fresh, educational, and memorable.
We set out to create a brand that didn't just represent the new Skydeck, but became a part of the experience: instantly recognizable, visually iconic, and built to stand the test of time.
the brand
The brand draws directly from the building's iconic architecture. The logomark subtly pinpoints Skydeck's location within Willis Tower while forming the silhouette of an upward arrow, hinting at the elevation and direction.
The custom wordmark was designed to evoke a sense of lift and verticality, capturing the thrill of the height. A signature graphic motif, derived from the logomark, adds dimension across print and digital, creating a cohesive system that ties the brand together at every touchpoint.
the experience
The Skydeck experience was reimagined from check-in to The Ledge, transforming the journey into a series of engaging moments, not just a wait for the view.
New educational touchpoints, photo ops, and immersive vignettes build anticipation along the way, while redesigned tickets and brochures double as thoughtful keepsakes that extend the experience beyond the visit.