Canal Station is a monolithic office building located in Chicago’s Southwest Loop neighborhood. Last year, my team was tasked with developing a marketing campaign to announce its redevelopment by the team responsible for some of the city’s biggest projects in recent memory.

Instead of shying away from the less-than-stellar location and (frankly) un-sexy exterior, we decided to lean in and develop something bigger, bolder, and louder than our competition—literally. This music festival-inspired campaign took the market by surprise with its unapologetic aesthetic and unorthodox delivery of the building’s key selling points.

Plus, who doesn’t love designing gig posters?