Chicago Brand Designer
Identity System Expert Nick Adam
Identity System Expert
First Lady Cruiseline Visual Brand Identity and Website
Span
First Lady Cruiseline
Entertainment, Hospitality, Tourism
Research, Naming Strategy, Branding, Interactive, Print, Environmental Signage, Motion
Nick Adam
Concept, Design Direction, Strategy, Design, Naming Strategy
Kevin Moreland
Design, Animation
Tom Mulhern
Strategy, Design Research, Naming Strategy
Amanda Scotese
Design Research
Kathleen Hinkel
Photography
Despite pedigree, both boat operators faced a shifting landscape as the Chicago River became increasingly crowded with competitors. They brought on Nick Adam’s team at Span to help chart a new course, refining their position and crafting a brand that honors their 90-year legacy. The goal: to set a new standard for Chicago’s cultural and tourism landscape.
We began by simplifying the name. From Chicago’s First Lady Cruiseline and Mercury Skyline Cruises, to the more resonant, flexible First Lady. From there, we developed a visual identity that bridges heritage and modernity. Channeling both the utility of the working river and the refined character of the vessels themselves.
At the heart of the new identity is a custom logotype based on Clockmaker, a lavish typeface inspired by Elandkay and the architectural lettering traditions of Louis Sullivan and Frank Lloyd Wright. We refined its letterforms to merge Victorian curves, Art Nouveau grace, Prairie-style form, and Art Deco precision—creating a typographic expression of Chicago’s rich design lineage. A signature swash numeral 1 flows like waves and wind, integrating seamlessly into the logotype or standing alone as a monogram. Paired with Euchre, a Chicago-designed typeface full of charm and sparkle, the system balances Midwestern elegance and grandeur with a tone that feels sophisticated yet approachable.
The vessels’ signature green and gold livery became the foundation of the refreshed color palette—elevated, amplified, and extended system-wide. We designed a suite of decorative plaque borders, intricate rule lines, and custom guilloché patterns that evoke both water and currency—offering a sense of timeless craft and detail.
From Rebrand to Record-Breaking
Following our rebrand, First Lady has seen a surge in national recognition—earning the #3 Best Experience in the U.S. on TripAdvisor’s Best of the World list and the #1 Boat Tour in the country from USA Today readers cementing their position as an industry leader.
Nick Adam, Design Director
and Associate Partner at Span.Studio
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Nick(at)Span.Studio
Chicago, South Side
Kenwood Neighborhood
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