Laura Heffelfinger
Art Direction | Graphic Design | Photography

America's Cup

In collaboration with the Communications team, development of the brand archetype, messaging, tone of voice, look-and-feel, tagline, event logo and digital content to introduce the Chicago and the broader sailing communities to the America's Cup World Series. The Windy City Was Made For This” campaign came to life joining the prestige and history of the America’s Cup with the passion of the Chicago sports fan.

A polished, European brand mark and style was made local with the tagline “The Windy City is Made For This” and was implemented with a loose brushstroke logotype, mimicking the movement of the wind and waves of Lake Michigan.