Brand Strategy

Establishing a new identity

Greektown is a dining and nightlife district located on the Near West Side of Chicago that blends traditional Greek culture with urban life.

Looking to refresh their brand and attract millennials to the neighborhood, Greektown turned to Idea Kitchen to help make their neighborhood a go-to destination. Working in close collaboration with the Greektown team, we transformed their entire brand strategy and were happy to give new life to their website.

We first established a concrete branding strategy that stayed true to them. The objective of the rebrand was to convey the history and life of Greektown shining new light on the neighborhood.


User experience & interface design

Greektown knew it was time to update their digital presence and we dove right into creating a new website with a modern feel that captured the essence of what makes the neighborhood so iconic to begin with.

A new visual language was created by exploring new fonts, establishing a color palette, building a library of layout components, and setting the right tone for the photography. Additionally, we re-defined the content structure and laid out high-level wireframes to accommodate these changes.

Based on our findings, our design team designed all pages, taking into consideration various screen sizes. The user interfaces across the website and blog were meticulously designed to be a content rich source setting the stage for Chicago's Greektown to be a destination of choice. By making the Greektown brand both recognizable and empowering everyone that frequents the area, we increased foot traffic and tourism.