FIFTH HOUR THOUGHTS
CLIENT - Chicago Fire FC *New Business Win
DATE - January-October 2021
PROJECT - Brand Identity
ROLE - Supporting Creative Strategist at rEvolution
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THE ASK - Rebrand Chicago Fire FC following a failed 2019 identity rollout that sparked significant backlash from fans.
THE IDEA - A CREST FOR ALL CHICAGO
Rather than designing for fans, we designed with them. By bringing supporters into the process, we uncovered what it truly means to represent Chicago Fire FC, and translated those insights into a new crest and reimagined fan experience rooted in the club’s history, the spirit of Chicago, and a vision for its future.
THE EXECUTION -
We engaged fans across Chicago and beyond through quantitative surveys, community roundtables, and online submissions, using their feedback to shape the new identity and fan experience. Designer Matthew Wolff translated these insights into a timeless new crest, while the matchday experience was reimagined as Burnham Downs, inspired by architect Daniel Burnham’s vision for rebuilding Chicago after the Great Fire.
PRESS -
Forbes
THE RESEARCH RESULTS -
The process re-established the club’s connection with its supporters by putting fans at the center of the rebrand.
1,400+ web submission forms
20 roundtables
2,100+ fan quantitative surveys
We heard from fans across all 77 Chicago neighborhoods, 150+ cities across Illinois, 28 states, and 10 countries outside the U.S.