Abstracted from the vertical lines and movement across the building’s façade, the design's patterns express the energy, urbanity and vitality of Hyde Park and Vue53.

Temporary collateral, signage and leasing office graphics, featuring strong use of the brand pattern and minimalist color scheme, we're created announce the new building.

Vue53 is the culmination of a multidisciplinary approach expressed through a range of mediums—architecture, interior design, brand, graphics and wayfinding—all important voices designed to speak the same visual language.

Vue53

Up the street from the University of Chicago’s urban campus and less than a mile from Lake Michigan, Vue53 is a mixed-use development by Avison Young and Peak Campus. Its 267 new apartments, modern amenities, and 28,000 sf of retail space are designed for Hyde Park residents, as well as University students and staff.

From day one, the intention was to create a fully integrated and contemporary design that responds directly to the unique character of Hyde Park. Media-Objectives worked directly with Valerio Dewalt train’s architectural team and the Searl Lamaster Howe interiors team to develop a bespoke and cohesive living experience.

The brand strategy takes cues from the building’s underlying architectural concept and design language. A series of custom graphic patterns were developed for use across multiple medium types, including print, digital and environmental graphic and signage applications. Abstracted from the vertical lines and movement across the building’s façade, the patterns express the energy, urbanity and vitality of Hyde Park and Vue53.

The visual identity is inspired by the sharp, orthogonal architecture. The custom letterforms of the logo maintain a slim profile and square proportion, allowing for a gridded layout responding to the façade design, while rounded edges on select characters evoke a sleek, futuristic sensibility. The color palette borrows bright blue and green tones from Nichols Park across the street. A darker blue-gray grounds the vibrant hues and relates back to the building’s finishes, while a strong use of black and white brings a modern sensibility to the brand.

Vue53 is the culmination of a multidisciplinary approach expressed through a range of mediums—architecture, interior design, brand, graphics and wayfinding—all important voices designed to speak the same visual language.