The CAC brand communications campaign, begun with the September 2017 announcement of the center, was created and executed in partnership with Edelman Chicago. The strategy was guided by research (including focus groups led by Slover Linett) and a review of CAF brand awareness that found a fractured identity with unconnected “product lines.” The team recommended a quick, complete replacement of CAF with CAC.

2018 media coverage was concentrated on three key events: launch of the capital campaign, announcement of opening date and the opening week celebration. These seasonal messages reminded the public of the coming opening while introducing a new CAC brand: an exciting Chicago cultural destination where people choose how to discover Chicago’s architectural legacy. The CAC opening over Labor Day weekend was followed by an OHC campaign that tied the popular citywide event to the new home and brand.