One of the world’s best-known sports equipment brands, Wilson made the decision to move their HQ from suburban to downtown Chicago — doubling-down on their commitment to the city and to be in a better location from which to connect with their core, urban-oriented customers.
The Wilson brand comes to life throughout the space, riffing on the urban context both architecturally and also with the material choices for the environmental graphics — the central story being one of connection: the brand to the city, and of the athlete to her equipment.
Product features heavily as architectural and EGD material — typographic and photographic representations of ‘many’ becoming ‘one.’
Project completed in collaboration with the team at Gensler Chicago. Photography by Tom Harris and Michael Townsend.