IT'S NOT JUST A BUILDING
IT'S A LIFESTYLE
THE PRU LIFE AWAITS
Situated at the corner of Michigan Avenue and Millennium Park, and a short walk from the lakefront, Prudential Plaza stands as Chicago’s quintessential skyscraper — an icon among icons.
Prudential Plaza (then branded One Two Pru) had approved a massive new capital improvements program to enhance the building’s amenities, entrances, and its famed rooftop terrace. A transformation this monumental called for a reinvention of the building’s identity. We renamed the building from One Two Pru to simply “Pru,” and created a brand that reflects the workdays to be had here — full of positivity, inspiration, and seizing the day to experience everything Pru has to offer. Welcome to the bright side of town.
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To bring the new brand to life, we developed a series of environmental graphics that showcase Pru’s refreshed identity, announce the upcoming renovations, and generate excitement among tenants and visitors. By positioning Pru closer to a lifestyle brand than a conventional office building, the graphics promote “The Pru Life” as a fresh way to experience the building.
