When the Chicago History Museum (CHM) asked us if we wanted to partner with them on a truly historical capital campaign, we jumped at the chance to be tourists amidst the lore of our own city. What started with a brainstorm on our personal points of Chicago pride (absolutely no ketchup on hot dogs, Lake Michigan, Honest Abe, and Oprah) became a deeper dive into the spirit that makes our city pulse—and the inspiration to reframe the museum in donors’ minds.
We landed on a bold yet welcoming campaign name, This is Chicago, anchored by a simple message that resonated throughout the CHM community: everything that makes Chicago Chicago flows out of our history, and the Chicago History Museum keeps it alive.
In a city that lives with the stories of its past, we foregrounded the stories that make at CHM a one-of-a-kind institution—from those that live in its collections to those it brings to life in classrooms across the city.
To support a campaign brochure built around anthemic messaging, visionary goals, and storytelling, we worked with CHM to build out detailed—yet concise and thematically cohesive—inserts for each major campaign project.