Everybody thinks they know Chicago. The legends. The food. The architecture. The blue polyester jackets and pushbroom mustaches. The beloved traditions that pump the irregular au jus heartbeat of the Second City itself.
But, that’s an old story. And not one the locals tell.
Mark Twain once said, “She is always a novelty; for she is never the Chicago you saw when you passed through the last time.” That’s fair, but we think Sherman “Dilla” Thomas said it best:
“Everything dope about America comes from Chicago.”
So, when it came time to redefine Chicago’s story on a global stage, we were as excited as Anthony Rizzo in the final out of the 2016 World Series to be selected as the creative partner that would bring it all to life.
Building on our love of our own hometown and a ten-year relationship with Choose Chicago, Envisionit helped transform a comprehensive brand strategy into a refreshed visual identity and a powerful, experience-driven campaign: Never Done, Never Outdone.
This is a declaration of Chicago’s unapologetic momentum. That feeling when food, music, and emotion hit all at once. And we were going to make sure the world took notice.
A refreshed brand for a city that never stops
Choose Chicago had a new brand strategy to spotlight the city’s diversity, creativity, and global appeal. But strategy without storytelling is like birria tacos without Oaxaca cheese—incomplete.
That’s where we came in.
Our team collaborated closely with Choose Chicago to bring this refreshed identity to life. The work included:
- A revamped visual identity (color palette, typography, imagery)
- A comprehensive style guide to ensure cohesion across every channel and asset
- A curated image library celebrating the spirit of the 77 neighborhoods
- A messaging framework to speak to locals, visitors, and meeting planners alike
From the first kickoff to the final toolkit, every element was designed to reflect the unique Chicago voice—bold, inclusive, and full of heart.
Launching a campaign as big as the city itself
The centerpiece of the engagement was the development of a fully integrated marketing campaign that would capture the city’s energy and ambition.
To get there, we leaned into a few core truths:
- Chicago doesn’t rest on its past. It builds on it.
- The people of this city—resilient, expressive, and fiercely proud—are the brand.
- Great marketing doesn’t just showcase a place; it invites the world to be part of it.
In less than three months, we concepted, built, and launched an entirely new campaign platform tailored for multiple audiences:
- Leisure travelers, both domestic and international
- Meeting and convention planners, a critical revenue driver for the city
- Chicagoans, who are the most powerful brand advocates of all
Choose Chicago CMO Lisa Nucci had specific goals in mind for the campaign. “We wanted to create a brand that Chicagoans can see themselves in and get involved,” Nucci said. “We wanted to focus on the shared values that connect us rather than the issues that don’t. It’s really time for us to tell our story like no one else can. We believe that never done, never outdone, has the power to deliver on this promise.”
Bringing it all to life
Working hand-in-hand with Choose Chicago’s media agency and internal teams, we developed the campaign’s initial wave of creative assets:
- A high-energy home page hype reel
- Digital ads customized for both leisure travelers and meeting planners
- A robust image library showcasing real people, real places, and real stories
- Website updates, including the homepage and campaign landing page
- A diverse social image catalog and email newsletter templates
- A helpful partner toolkit
All assets were designed to be flexible, scalable, and deeply relevant to each audience. Whether it was a young socialite planning their next adventure from New York City or a meeting planner looking for a dynamic, world-class destination, this campaign had something to make a connection.
With this campaign, Chicago reintroduces itself to the world on its own terms. We’re honored to help shape that message and show the world just how unforgettable this city can be.
And we’re just getting started…
Stay tuned for a full campaign showcase coming soon. Looking to redefine your own brand story? Let’s talk.
