From skyline to shoreline: branding the outdoorsy side of Chicago

About the project

The Chicagoland region boasts 350+ miles of trails, dozens of lakefronts and parks, and one of the country’s largest forest preserve systems—but most people still picture only the skyline. Outside Chicago set out to change that.

Collaboration across five CVBs and multiple municipal partners
Project scope included brand expansion, web design, and digital campaign assets
Built for both locals and tourists looking to explore beyond downtown
Over 100,000 sessions in year one, with a 45% engagement rate

Design process

We began by building on the newly established Outside Chicago brand—translating it into a vibrant, informative website and a suite of digital campaign materials.

Working closely with a copywriter and developer, I led the design of the site’s structure and visuals. My responsibilities spanned early UX strategy to high-fidelity mockups, then into final production alongside our development team. Key features included:

A custom illustrated homepage map to orient and invite exploration
Dynamic activity pages sorted by type (hiking, biking, family-friendly, etc.)
Listing templates for dozens of trails, parks, farms, and outdoor spaces
Flexible blog “guide” layouts for editorial and seasonal content

Outcomes & impact

Outside Chicago launched to strong regional buzz—earning media coverage, government praise, and robust first-year performance.

With over 100,000 sessions and a 45% engagement rate in the first 12 months, the site became a go-to hub for discovering green spaces beyond downtown. The project stands as a strong example of how digital design can shift perception and invite people to explore what’s been in their backyard all along.

Unused brand concepts

I also created two alternate brand directions during the early identity phase. While not selected, they remain a favorite and a reminder of the project’s creative range.