Brand Identity

Sterling Bay Life Sciences

Sterling Bay, a leader in Chicago’s real estate scene, sought to extend their disruptive, bold brand identity into the rapidly growing Life Sciences sector. Known for their forward-thinking approach to office space and amenities, they needed a visual identity for their new practice that embodied innovation, experimentation, and discovery—aligned with the cutting-edge work happening in their labs. The challenge was to create a visual language that stayed true to their daring ethos while addressing the specific needs of this new vertical.

Guided by the motto "Space to be Bold," inspiration came from Sterling Bay's logo and its initials, SB, to develop a brand aesthetic that balanced boldness with the spirit of scientific discovery. By infusing their existing identity with fresh, experimental visuals, the creative boundaries were pushed outward, challenging the client to embrace new, daring expressions of their brand. While the final implementation was more restrained, this process showcased how far Life Sciences branding can go when a client is willing to take risks. This project exemplifies my ability to stretch a brand's visual identity, balancing innovation with strategic considerations, and ultimately delivering creative solutions that spark growth in uncharted spaces.