The West Loop Community Organization (WLCO) is comprised of board members and staff dedicated to increasing the quality of life in the West Loop. That's why, with so much change happening in our community over the past few years, we began rolling out our new Made Better brand at the start of 2018.
The process included extensive area research, including resident interviews, architectural surveys, and data aggregation. We dug into everything West Loop in order to find the best way to tell our story to the world at large. The resulting designs are inspired from the patterns and textures of key elements within the West Loop’s complex development. Some, like steel, were chosen to celebrate history: The Lake Street Green Line is home to the original 1892 steel “L” tracks, for instance. Indiana limestone — an extremely high-quality quarried sedimentary rock popular in West Loop’s most treasured buildings, because it was wildly popular during the Art Deco era boom — is also part of our re-brand. Maplewood was chosen to celebrate the fact that the modern roller derby was invented here, as intense demand for roller skates began in the 1930s with the introduction of a skate model featuring maplewood wheels. And so on. Each one of these elements individually showcases a different component of our history, and we're always adding to our library. Colored with West Loop Red, these elements are the visual building blocks of a one-of-a-kind identity.
But our Made Better approach is also about a shared philosophy. The West Loop is, more than anything else, a community of makers, and we want to celebrate what makes our neighborhood so special. We’ve redesigned streetpole banner sponsorships to celebrate the people and places of the West Loop. We’ve restructured our membership programs to make it easier than ever before to support the community. Overall, we are continuing to revitalize WLCO’s presence in the neighborhood that we love so much. And we don’t plan on stopping any time soon.