The Emily Hotel needed to rebrand and relaunch a high-profile acquisition (formerly Ace Hotel Chicago) in under 3 months—while building awareness, community connection, and revenue in Chicago’s competitive Fulton Market.

The Approach

BRAND BUILT FOR PLACE (AND SCALE)

Designed a flexible identity rooted in Fulton Market’s creative energy, with art-forward storytelling that could seamlessly expand to new markets.

ART & COMMUNITY AS A DIFFERENTIATOR

  • Art as the Soul: Collaborated with emerging Chicago artists to fill the hotel with rotating installations and immersive experiences.

  • Expanded the art pillar beyond artist residencies to create storytelling opportunities for the art of film and food as ways to promote experiences at the hotel.

  • Hyperlocal Partnerships: Wove neighbourhood and culture into guest journeys (e.g., artist talks, limited-run merch).

The Results

→  MEDIA BUZZ

Featured in Time Out Chicago, Condé Nast, BET and more.

→  REVENUE & LOYALTY

3.2%+ direct web conversion, YoY revenue growth, and 35K+ email subscribers.

→  CULTURAL CRED

Became a Fulton Market fixture - where travellers and locals collide over art, design, cinema & great food.

*Project led and completed during an in-house role.

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