Opportunity
Navy Pier—Daniel Burnham’s iconic 50-acre landmark extending nearly a mile into Lake Michigan—has long been one of Chicago’s most recognizable destinations. Many Chicagoans however saw it only as a seasonal tourist attraction. Approaching its centennial, the Pier partnered with Yes& to reintroduce itself to local and visitor audiences as a one-of-a-kind cultural hub, inclusive civic space, and vibrant, year-round destination for all.
Insight:
Extensive research—including a bilingual survey of more than 12,000 Chicago-area residents—revealed that nostalgia would not be enough to drive renewed engagement. Locals wanted a sense of ownership, energy, and contemporary relevance. The Pier needed to feel less like a destination to visit, and more like a place that belonged to you.
Solution
Yes& developed a new brand platform built around a bold, expansive idea: Where fun lives large.
This concept reframed Navy Pier as an experience defined by joy, creativity, nature, and community, all expressed at a grand scale throughout the year. It elevated the Pier’s role as “the People’s Pier,” highlighting its diversity of offerings and audiences.
We translated the platform into a full suite of tools, including audience personas, ambassador guides, and creative concepts that empowered stakeholders to tell a cohesive, compelling story across channels and experiences.
The Results
The new brand repositioned Navy Pier as Chicago’s lakefront treasure—a place of discovery, connection, and shared experience. By shifting the narrative from tourist destination to civic icon, the work helped elevate the Pier’s relevance among locals while strengthening its identity on a national and global stage.
