744 North Michigan Ave

The inspiration and strategy for 744 North Michigan Avenue’s interactive brochure design were driven by a bold vision to revitalize and distinguish the property amidst Michigan Avenue's record-high vacancy rates. The client, brokers, and JLL’s in-house property marketing team, sought to create a visual identity that would stand out from other vacant projects on the Chicago’s Mag Mile. Their goal was not only to attract attention but to specifically appeal to innovative users who could bring experiential flagship stores to the space, thereby rejuvenating the property's appeal and the surrounding area.

The brochure effectively solved multiple challenges by serving as a comprehensive introduction to the property for the market. It provided crucial details about the space, incorporating virtual tours and extensive information that allowed potential tenants to fully understand the offering before reaching out. This strategic approach streamlined the leasing process, ensuring that only serious prospects made inquiries, thus saving time for all parties involved. Moreover, the brochure successfully conveyed the client's vision for the property, attracting forward-thinking tenants that aligned with their ideal occupant profile. The design team leaned heavily into digital marketing tactics, including the use of video signage instead of traditional vinyl installations, further emphasizing the property's innovative and modern appeal.

The market response to the brochure has been overwhelmingly positive, with the client praising the marketing team as "the most visionary group they work with." The brochure was recognized for its innovation and storytelling capabilities, effectively providing important insights while painting a compelling picture of both the property and the market. This feedback underscores the success of the design strategy in not only showcasing the property's features but also in creating a narrative that resonates with potential tenants and stands out in a competitive market. The brochure’s ability to blend informational content with an engaging visual experience has set a new standard for commercial property marketing in the area, positioning 744 North Michigan Avenue as a forward-thinking and desirable location on Michigan Avenue.