Chicago Cultural Mile


The Chicago Cultural Mile Association (CCMA) launched a new initiative entitled The Halloween Gathering to bring together Chicago’s cultural community for a celebration that triggers the imagination and appeals to the kid in all of us.

The Challenge

An all-day Halloween festival culminating in a magical nighttime parade.

When the city of Chicago wanted to turn Halloween into “the artist holiday” by gathering Chicago’s diverse creative communities for a celebration of creation, they turned to FLIRT. We know that art can be for everyone. The Chicago Cultural Mile enlisted FLIRT to help create an enduring brand and experience that both embodied the artist spirit and was inclusive for families and children. We wanted it to be cool at artistic, but not aloof or scary.

Working with The Field Museum, The Art Institute of Chicago, and the Chicago Symphony Orchestra, as well as many other theater, music, dance, writing, design and artist groups from all over Chicago, we were proud to help create something that inspired, educated, and moved the city.

Project Overview

  • Establish and promote the event brand
  • Get people excited about the art and the parade
  • Large multi-platform social and digital event coverage
  • Elevate the awareness of the Chicago Cultural Mile and participating institutions
  • Work seamlessly with the City of Chicago, the Park District and the Chicago Police Department

The Solution

Our strategy focused on creating a character to personify the event. This character would give the brand personality, create intrigue and infuse fun. We began with a black and white skull wearing a top hat and an ascot.  Known as the “Ghoul” or the “Mascot in the Ascot,“ he would become the face of the event and represent the melding of Halloween with culture. This single color ghoul was featured in digital and small scale applications.

We also created the “creative skull” which represents the explosion of creativity and culture as our ghoul has his hat blown off by the icons representing the institutions on the Chicago Cultural Mile such as Sue from the Field Museum and the Tiffany ceiling from The Cultural Center.

Highlights from the first-ever Halloween Gathering

daytime attendees




Brand Guidelines and Event Awareness

FLIRT then developed brand guidelines including a color palette focusing on purple as the primary color accented by gold and black. The new branding debuted

  • Digital ads
  • Posters
  • Flyers
  • CTA branding
  • Stage and parade banners
  • T-shirts, totes, blankets and table runners
  • Unique TV and radio spots.

Are we a good fit?

Let’s find out.

Explore Our Other Case Studies

Immersive Staging

Global Marketing Training

Product Launch NSM

Digital Campaign