HiFi Brands collaborated with JDL Development and Kayne Anderson Real Estate to name and brand Foundry Park, a major new mixed-use development on Chicago’s North Branch riverfront. Rooted in deep research into the neighborhood’s history and industrial past, our team explored hundreds of naming options before landing on the one that felt both authentic and forward-looking.

Foundry Park sits on a 53-acre stretch of riverfront that will connect Lincoln Park, Bucktown, and Lakeview through new residences, retail, green space, and modern workplace environments. As one of the most significant redevelopment projects in Chicago, it needed a name and identity with substance — something that could honor the site’s legacy while signaling its future.

Naming was the starting point. “Foundry Park” evokes Chicago’s industrial heritage and anchors the development in a story of craft, resilience, and reinvention. From that foundation, HiFi created a full visual identity system: modern yet timeless typography, a palette inspired by steel, stone, and the riverfront landscape, and a logo designed for long-term flexibility across signage, web, and environmental applications.

The goal was simple: build a brand that feels like it has always belonged here. Understated, credible, and deeply Chicago — not a commercial façade, but a neighborhood with character and staying power.

Foundry Park is poised to become a true destination to live, work, gather, and grow. HiFi Brands is proud to have shaped the name and brand identity for this transformative Chicago development, and we look forward to seeing the neighborhood take shape along the river.