Berwyn
Nothing Like a Suburb
After 9 years of running the Why Berwyn? campaign, the Berwyn Development Corporation came to us for help revitalizing the city's brand.
Located west of Chicago, the city measures just 3.9 square miles, but what it lacks in size, it more than makes up for in character, diversity and delightfully eclectic community culture. Home to long-time families, young couples, artists and entrepreneurs, and seasoned business owners alike, Berwyn strikes that rare balance of progressive spirit and old school charm.
In short, it's nothing like a suburb.
![Sunset at Berwyn's Depot District train station](https://firebelly.cachefly.net/imager/work/berwyn/53841/BER_DepotDistrict-v2_c88223c5bfc482768c16e9fc52ed9667.png 1800w, https://firebelly.cachefly.net/imager/work/berwyn/53841/BER_DepotDistrict-v2_cb26d228843f059b762fc3acba498b4b.png 750w)
CAMPAIGN DESIGN
The project kicked off with intensive research. With hundreds of Chicagoland residents responding to our surveys and public intercepts, it became clear that few outside of Berwyn understood the city at all. Most people assumed Berwyn was just another suburb. Our campaign set the record straight.
![Horizontal Berwyn logo](https://firebelly.cachefly.net/imager/work/berwyn/54487/BER_LogoLockup_Black-v1_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/berwyn/54487/BER_LogoLockup_Black-v1_ee454403221da81e614f074db209e986.png 750w)
![Vertical Berwyn logo](https://firebelly.cachefly.net/imager/work/berwyn/54486/BER_LogoDeveice_Black-v1_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/berwyn/54486/BER_LogoDeveice_Black-v1_ee454403221da81e614f074db209e986.png 750w)
![Hands holding a meal at a Berwyn restaurant](https://firebelly.cachefly.net/imager/work/berwyn/1795/b1_1__StitchRed_Food_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1795/b1_1__StitchRed_Food_ee454403221da81e614f074db209e986.jpg 750w)
![Animated image of horizontal Berwyn logos](https://www.firebellydesign.com/uploads/work/berwyn/BER_LogoLockup_ColorsAnimation-v1.gif)
![Structure of Berwyn logo](https://firebelly.cachefly.net/imager/work/berwyn/54994/BER_LogosConstruction-v2_e0a246b1bf6b93fc5e645de89e313158.png 1200w, https://firebelly.cachefly.net/imager/work/berwyn/54994/BER_LogosConstruction-v2_ee454403221da81e614f074db209e986.png 750w)
![Highlighted satellite view of the Berwyn area](https://firebelly.cachefly.net/imager/work/berwyn/1797/b1_3__map_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1797/b1_3__map_ee454403221da81e614f074db209e986.jpg 750w)
![Vertical Berwyn logo in red](https://firebelly.cachefly.net/imager/work/berwyn/53441/BER_CorridorLogos-v2_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53441/BER_CorridorLogos-v2_ee454403221da81e614f074db209e986.jpg 750w)
![Berwyn corridor logos](https://firebelly.cachefly.net/imager/work/berwyn/53442/BER_CorridorLogos-v3_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53442/BER_CorridorLogos-v3_ee454403221da81e614f074db209e986.jpg 750w)
![Berywn Street Bench and branded fixtures](https://firebelly.cachefly.net/imager/work/berwyn/1799/b1_5__benchcan_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1799/b1_5__benchcan_ee454403221da81e614f074db209e986.jpg 750w)
![Berwyn custom font](https://firebelly.cachefly.net/imager/work/berwyn/1800/b1_6__BER_Alphabet_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1800/b1_6__BER_Alphabet_ee454403221da81e614f074db209e986.jpg 750w)
Starting with a high impact, custom lettering system, called — what else? — Berwyn Sans, we created custom logotypes for the city and each of its four business corridors. A subtle, lived-in palette, combined with slice-of-life imagery, reflects the city’s unpretentious, storied and “urban-ish” sensibility.
![Berwyn navy colored t-shirt with checkered flag](https://firebelly.cachefly.net/imager/work/berwyn/53439/Tshirt_Blue_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53439/Tshirt_Blue_ee454403221da81e614f074db209e986.jpg 750w)
![Berwyn white t-shirt with vertical logo](https://firebelly.cachefly.net/imager/work/berwyn/53440/Tshirt_White_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53440/Tshirt_White_ee454403221da81e614f074db209e986.jpg 750w)
![Small Berwyn logo symbol overlaid on image of Berwyn street scene](https://firebelly.cachefly.net/imager/work/berwyn/1803/b1_9__StitchBrown_Cookies_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1803/b1_9__StitchBrown_Cookies_ee454403221da81e614f074db209e986.jpg 750w)
![Depot district logo overlaid on scene in a restaurant](https://firebelly.cachefly.net/imager/work/berwyn/53438/StitchRed_LiveCulture04_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53438/StitchRed_LiveCulture04_ee454403221da81e614f074db209e986.jpg 750w)
![Vertical Berwyn logo overlaid on image of a band playing in a nightclub](https://firebelly.cachefly.net/imager/work/berwyn/53437/StitchRed_LiveCulture03_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/53437/StitchRed_LiveCulture03_ee454403221da81e614f074db209e986.jpg 750w)
![Ogden Avenue corridor logo](https://firebelly.cachefly.net/imager/work/berwyn/1810/b3_0__StitchRed_LiveCulture02_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1810/b3_0__StitchRed_LiveCulture02_ee454403221da81e614f074db209e986.jpg 750w)
![Small Berwyn logo symbol](https://firebelly.cachefly.net/imager/work/berwyn/1807/b2_3__StitchRed_OldSchool01_ed3c16965e827dd0a241775a2f444a82.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1807/b2_3__StitchRed_OldSchool01_ee454403221da81e614f074db209e986.jpg 750w)
OUTDOOR CAMPAIGN
The campaign centered on a series of direct, succinct taglines, delivered with tongue planted firmly in cheek. Together with type, color and imagery, the no-nonsense yet light-hearted messages paint a clear picture of who and what Berwyn is.
The billboards and posters went up over high traffic intersections and CTA platforms, places where Chicagoans would have a second to consider and then reconsider their ideas about Berwyn.
![Dimensional Berwyn logo made with custom Berwyn font](https://firebelly.cachefly.net/imager/work/berwyn/1806/b2_2__BER_MockBlock_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1806/b2_2__BER_MockBlock_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Berwyn campaign signage on a CTA platform](https://firebelly.cachefly.net/imager/work/berwyn/54684/IMG_9430_c88223c5bfc482768c16e9fc52ed9667.png 1800w, https://firebelly.cachefly.net/imager/work/berwyn/54684/IMG_9430_cb26d228843f059b762fc3acba498b4b.png 750w)
![Berwyn campaign signage on a CTA platform](https://firebelly.cachefly.net/imager/work/berwyn/1811/b3_1__IMG_0128_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1811/b3_1__IMG_0128_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Berwyn billboard in downtown Chicago](https://firebelly.cachefly.net/imager/work/berwyn/1808/b2_4__IMG_0233_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/1808/b2_4__IMG_0233_ee454403221da81e614f074db209e986.jpg 750w)
![Berwyn billboard in downtown Chicago](https://firebelly.cachefly.net/imager/work/berwyn/1805/b2_1__IMG_0295_2_e0a246b1bf6b93fc5e645de89e313158.jpg 1200w, https://firebelly.cachefly.net/imager/work/berwyn/1805/b2_1__IMG_0295_2_ee454403221da81e614f074db209e986.jpg 750w)
![Berwyn billboard in downtown Chicago](https://firebelly.cachefly.net/imager/work/berwyn/1809/b2_5__IMG_9862_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1809/b2_5__IMG_9862_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Berwyn billboard in downtown Chicago](https://firebelly.cachefly.net/imager/work/berwyn/1812/b3_2__IMG_9941_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1812/b3_2__IMG_9941_cb26d228843f059b762fc3acba498b4b.jpg 750w)
![Berwyn billboard in downtown Chicago](https://firebelly.cachefly.net/imager/work/berwyn/1813/b3_3__IMG_9752_c88223c5bfc482768c16e9fc52ed9667.jpg 1800w, https://firebelly.cachefly.net/imager/work/berwyn/1813/b3_3__IMG_9752_cb26d228843f059b762fc3acba498b4b.jpg 750w)
IMPACT
“The campaign has raised awareness of our great location, remarkable bungalows, nightlife, thriving business base and warm, welcoming attitude. Our new look refines our branding in a clever way.”
— Robert Lovero, Mayor of Berwyn
The response to the campaign was overwhelming. Instagram users tagged photos of billboards, residents requested custom-designed flags and comments came pouring into social media and local news sites to thank Berwyn’s leaders for taking a chance on a cheeky campaign and stoking some civic pride for this tiny, colorful town that is, and always will be, nothing like a suburb.