First Lady Visual Brand Identity
- Client
- First Lady
- Community
- Entertainment
- Hospitality
- Credits
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Nick Adam
Concept, Design Direction, Strategy, Design, Naming StrategyKevin Moreland
Design, AnimationTom Mulhern
Strategy, Design Research, Naming StrategyAmanda Scotese
Design Research
For nearly a century, Mercury Cruises and First Lady have offered Chicago’s most iconic waterway experiences. Most notably, they partnered with the Chicago Architecture Center to create the world-renowned Chicago Architecture Center River Cruise aboard First Lady. Now considered the No. 1 boat tour in the country.
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 logotype inspired by early Chicago architectural lettering from Louis Sullivan and Frank Lloyd Wright. The letterforms merge Victorian curves, Art Nouveau grace, Prairie-style form, and Art Deco precision into a typographic expression of the city’s rich design lineage. A signature swash numeral 1 flows like waves and wind, integrates seamlessly into the logotype or stands alone as a monogram.
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.
The typography reinforces this duality. Clockmaker, a lavish typeface inspired by Elandkay, nods to lettering found in Prairie-style architecture, adding Midwestern elegance and grandeur. It’s paired with Euchre, a Chicago-designed typeface full of charm and sparkle, creating a system that feels both sophisticated and approachable.
By grounding the identity in architectural heritage and typographic craft, First Lady now claims its rightful place—not just as a tourism provider, but as a cultural landmark.
Our First Lady logotype draws from the ornamental lettering traditions of Prairie-style architects—merging the flowing forms of Louis Sullivan, the geometric clarity of Frank Lloyd Wright, the bold symmetry of Marion Mahony Griffin, and the stylized detailing of George W. Maher.
More Than a Tour. A Cultural Landmark.
Rebranding First Lady wasn’t about chasing trends or creating spectacle. It was about honoring one of Chicago’s true cultural institutions—and helping it rise above the noise with clarity, distinction, and grace.
In a saturated marketplace, First Lady offers something no one else can: a masterclass in hospitality, an education in architecture, and an unforgettable perspective on the city itself. The new brand system makes that distinction unmistakable—on the dock, on the water, and in every guest’s memory.
