Built around the launch platform “Get to the Center of Architecture,” the campaign invited Chicagoans and visitors alike to look beyond the city’s iconic skyline and discover the stories, innovations, and ideas at the heart of great design. In a city saturated with architectural photography, CAC needed a visual system that felt uniquely its own while still leveraging existing imagery. A custom color treatment transformed familiar views of Chicago with warm tones and signature teal skies, creating an instantly recognizable aesthetic that unified the campaign and established an ownable visual identity for the new museum.