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 after a failed attempt in 2019 that sparked backlash from fans.
THE IDEA - A CREST FOR ALL CHICAGO
By actively involving the community, we uncovered what it truly means to support Chicago Fire FC. The new logo and revamped fan experience reflected our findings, capturing the heart and soul of Chicago, the club's rich history, and a forward-looking vision for the future.
THE EXECUTION -
We gathered insights from fans across Chicago and beyond to shape a new crest design and fan experience. Designer Matthew Wolff used this feedback to craft a timeless logo, while the matchday experience was reimagined as Burnham Downs, inspired by architect Daniel Burnham’s reconstruction after the Great Fire.
PRESS -
Forbes
THE RESEARCH RESULTS -
The rebrand successfully reignited fan pride and strengthened the club’s connection with its community.
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 of the U.S.