Following Sterling Bay’s acquisition of 600 West Chicago—formerly Groupon’s headquarters and originally the landmarked Montgomery Ward & Co. Catalog House, a 1.25-million-square-foot industrial building along the Chicago River—I led the rebrand and transformation of the property to align with the needs of today’s workforce. The logo concept incorporates two interlocking zeros, referencing the building’s history and the “pickers” who once roller-skated through the space to fulfill catalog orders. The project included logo development, website and brochure design, branded merchandise, updated building identity, construction signage, and integrated eblast and direct mail campaigns to support the repositioning.