THE MART
EVOLUTION OF AN ICON
THE MART: CHICAGO'S HOME OF INSPIRATION
THE MART is one of Chicago's most recognizable landmarks, with nearly a century of history and brand equity. However, multiple sub-brands, inconsistent signage, an intimidating arrival experience, and varying perceptions left audiences unsure of what THE MART truly represented. Was it a design showroom, a public space, an office building, or all three? Core Twelve was brought in to unify the brand architecture and create a cohesive experience from the inside out.
We immersed ourselves in THE MART's world through interviews, audits, and conversations to understand how each audience segment felt about the property. These insights guided a new brand platform and voice—one that shifted perception from “Can I go there?” to “I can’t wait to go there.” Led by the slogan – You're Welcome, THE MART was repositioned as an inviting marketplace of experiences for creative people and businesses.
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We developed a completely new visual system for THE MART. A less-is-more approach led to a clean, confident wordmark and the creation of the “M Container”—a flexible graphic shape inspired by the building's architecture. The M Container became a unifying brand element across every touchpoint, from digital and environmental graphics to advertising and communications. The brand rollout extended across an integrated campaign that included a new website, email marketing, digital and print ads, brochures, leasing presentations, social content, and onsite collateral. Every piece worked together to make the experience of THE MART feel cohesive, elevated, and unmistakably unified.
DESIGN SHOWROOM
THE MART remains the largest and most influential design center in North America, home to more than 250 premier showrooms spanning residential and commercial markets. Our campaign celebrated that scale and diversity, promoting both the design center as a whole and individual brands within it. This extended through year-round marketing surrounding NeoCon and other design events, amplifying THE MART’s role as the ultimate hub for the design community.
We developed messaging and creative that told the story that everything you need for design lives here. The campaign included onsite promotions across digital screens, advertising, and a suite of adaptable print and digital templates that allowed showrooms to align with the new brand. As part of this branding project, we made it easier for visitors to find and engage with the design showrooms. We introduced immersive digital kiosks with rotating ads tailored to different audiences and added clear, visually cohesive signage at the elevator banks to aid navigation.
OFFICE LEASING
To further elevate the leasing experience, we collaborated with Gensler to create a boutique-style Marketing Center that feels more like a high-end hospitality space than a traditional sales environment. Immersive storytelling, digital integrations, and tactile materials guide brokers and tenants through THE MART’s narrative, offering a memorable and intuitive tour that connects back to the brand’s creative platform.
To support these physical upgrades, Core Twelve developed the brand story, key messaging, and creative strategy to drive leasing momentum. Deliverables included an integrated suite of marketing materials—brochures, onsite signage, digital campaigns, presentations, emails, and a new office leasing section within the website—all designed to tell one cohesive story of innovation within a Chicago icon.
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We created a comprehensive social media strategy and messaging plan to guide the development and daily management of THE MART’s social media accounts. Content pillars direct the creation of original photography, video, and storytelling, ensuring that our posts communicate the entirety of THE MART’s offerings. Content types range from original video series aimed at tenants and the public, to showroom news, special event promotion, and the sharing of leasing success stories. Showcasing the ever-evolving and diverse range of experiences and community at the building strengthens office and retail leasing, supports the retailers, and energizes and engages THE MART’s diverse and creative tenant base.
