The challenge was to honor that history without treating the building too preciously — and to transform what had once been an exclusive private club into a welcoming, contemporary hotel where everyone could share in Chicago’s enduring spirit of play.
I shaped the launch narrative and brand voice and carried them through the opening splash page excerpted below, along with every detail of the full website that followed.
Drawing on the building’s remarkable architecture, sporting lore, and the big-shouldered, can-do character of Chicago itself, I brought its past into the present with warmth, wit, and a sense of discovery — positioning the reborn landmark as part hotel, part clubhouse, and an exuberant new gathering place for the city.
