New Logo and Identity for First Lady by Span

For nearly a century, First Lady has offered waterway experiences in Chicago, beginning in 1934 with the city’s first lakefront cruise on Lake Michigan and later introducing the first tour along the Chicago River. As the river cruise industry became more competitive and brand distinctions less clear, the company sought to reaffirm their place as a cultural institution and embarked on a rebrand to stand out in this competitive market. They partnered with Chicago, IL-based Span to develop a new name, logo, and identity. Working closely with [the First Lady] team, we wanted to make their distinction unmistakable, strengthen their market position and renewed cultural relevance – all while honoring the legacy of excellence that has made them iconic. First-in-class, and now first in mind.