Foundry Park: Naming + Branding Chicago’s Next Great Neighborhood
HiFi Brands works with JDL Development to Give Foundry Park Its Name
Digging deep into the neighborhood’s roots, we brainstormed hundreds of names to get the right one.
A 53-acre stretch of riverfront along the North Branch is about to get a new chapter. Kayne Anderson Real Estate and JDL Development are transforming it into Foundry Park—a mixed-use neighborhood connecting Lincoln Park, Bucktown, and Lakeview with homes, retail, office space, and plenty of green to breathe in.
HiFi’s role started with the name itself. Foundry Park nods to Chicago’s industrial past while setting the stage for something fresh, rooted, and real.
Our goal? A brand that feels like it’s always been here. Understated. Flexible. Credible. Less “commercial development,” more “authentic Chicago.”
From there, we built a visual identity system to match—modern typography paired with timeless detailing, a color palette inspired by steel and stone, and a logo mark designed to feel both strong and adaptable. The result is a brand that doesn’t shout, but instead blends seamlessly into the city’s fabric, ready to evolve with the neighborhood it represents.
At the end of the day, Foundry Park isn’t just another project—it’s a place people will live, work, gather, and grow. Our branding needed to reflect that sense of belonging, history, and possibility.
HiFi is proud to have helped give this new neighborhood its name and identity, and we can’t wait to see it continue to come to life on Chicago’s riverfront.
Stay tuned, more stories to come.
Case Study: Coming Soon