Downtown Hyde Park

Otherwise Incorporated

When the South East Chicago Commission (SECC), a community-controlled group focused on enhancing the quality of life in five neighborhoods on Chicago’s South Side, was awarded oversight of the new Hyde Park Special Service Area (SSA) #61, they turned to Otherwise to develop a brand that would support the establishment of the SSA.

In collaboration with Otherwise, the goal of the SECC was to create a brand platform that serves as a single source of engagement for Hyde Park visitors, residents and tourists, followed by building a series of brand assets that will help promote the neighborhood and its businesses.

Through our close working relationship with the SECC and local business owners,Otherwise proposed the formation of “Downtown Hyde Park,” a brand that celebrates the energy and character of Hyde Park and encourages residents and visitors to do more of their shopping, dining and entertainment within the neighborhood. This new identity has come to life through a vibrant visual identity, great taglines, street banners, a new website, and window signage for local businesses. Over time, Otherwise will continue to evolve the brand platform for Downtown Hyde Park through advertising campaigns, events and working sessions with retailers and service providers to help them market and promote.

Brand Strategist
Nancy Lerner
Creative Director
David Frej
Christine Abbott
Content Strategist/Writer
Quinten Rosborough
Project link