Navy Pier is Daniel Burnham’s magnificent 50-acre landmark, extending nearly a mile into Lake Michigan. The Pier had been striving for several years to become a one-of-a-kind cultural hub and great, inclusive civic space, but the perception persisted that the Pier was a warm-weather tourist destination. In celebration of its centennial, Navy Pier partnered with Yes& Lipman Hearne on a research and branding project to reintroduce the Pier to its hometown and to the world.
Our deep research uncovered that locals wanted more than nostalgia; they wanted bold, joyful relevance. The result was a new brand idea—“Where fun lives large”—that reframed Navy Pier not just as a place, but as a vibrant, community-centered experience for every season.