Jérémie Barry: Identity As A Tool For Sharing
Landor has shaped a new identity for Chicago’s West Loop neighborhood in collaboration with non-profit West Loop Community Organization (WLCO). After being founded in 1991, WLCO’s mission was economic development to bring more businesses and people to the former industrial zone.
The West Loop has since evolved to be an area where people live, work and travel – often described and self-described as “hip” – and the focus has been shifted to community efforts such as community engagement, cleanliness, and safety initiatives.
Jérémie Barry, executive creative director at Landor, says: “We like to think that this brand is genuinely made in West Loop by and for the people living and working there. More than a brand, it’s a tool that everybody living, working or visiting the West Loop can use to share its story.” The design is customizable by Landor and changes per person to showcase how everyone has their unique journey and that it’s easy to evolve, while still being rooted in the community.
