Project Description +


Client: Grupo Habita
Architects: Nicolas Schuybroek
and Mark Merckx interiors
Developer: Convexity Properties
Photography: Adrian Gaut


Naming Brand Strategy Visual Identity Type Design Signage Interactive Verbal Identity

Grupo Habita sought to create a new hotel experience in a striking 1926 Art Deco building at the heart of Chicago's Bucktown and Wicker Park neighborhoods. We set out to give the Northwest Tower a new name inspired by the former street name where the hotel is set and a new story—one that celebrates the building's history while looking forward: The Robey.

We created the entire visual and verbal identity system, and developed a unique logotype based on the original Robey Street sign. In addition, we crafted a custom typeface inspired by Paul Renner’s early pencil sketches for Futura and drawn with proportions from the idiosyncratic geometric sans serif typefaces of the mid-1920s, Robey Sans.