The Row

Setting the tone for 43 floors of luxury

After breaking ground on a new luxury high rise in the Chicago’s West Loop, real estate giant Related partnered with Someoddpilot to bring the building to life. Starting with immersive stakeholder workshops, we developed a name, logo, brand positioning, and brand identity. After landing on The Row Fulton Market, we crafted a bespoke design system and brand voice that pays homage to the neighborhood's history, translating the units and amenities into designed spaces. The branding extends across environmental, social and digital properties, and our original photography elevates the marketing toolkit to be on par with major consumer brands.

  • Brand identity
  • Brand framework
  • Positioning
  • Campaign

We Did


  • Brand Platform, Tagline & Story
  • Verbal & Written Identity
  • Logo Development & Naming
  • Visual & Design Identity
  • Photography & Video Style
  • Brandbook & Style Guide


  • Market Research
  • Consumer Insights
  • Brand Architecture & Positioning
  • Brand Framework


  • Brand & Product Campaigns
  • Production
  • Post-Production
  • Anthems & Explainers
  • Music Supervision & Licensing
  • Environmental Design
  • Graphic Design