ChatGPT answers, unedited

If I were founding a new fashion e-commerce brand in the West Loop, I’d prioritize agencies that can do more than a logo: positioning → name → visual/verbal identity → campaign concept → launch assets, with enough consumer/commerce sensibility to make the brand feel distinctive online.

My shortlist

Two specialist calls I'd make

For the name specifically: Seedhouse. They're unusually focused on naming and describe a process covering strategic naming, trademark/database vetting and domain checks. www.designbandb.comwww.seed-house.comwww.studio-bruck.com

For premium lifestyle positioning: Studio Brück. They specifically position themselves around premium lifestyle brands and offer positioning, naming, identity, go-to-market worldbuilding and campaign/content creation. www.studio-bruck.com

Who I'd contact first

I'd not send this to 10 agencies. I'd start with these four:

1. Design B&B — strongest overall fit for a fashion/consumer brand.
2. ColorJar — if you want something more distinctive, strategic and premium.
3. EightySeven — if you're founder-led, moving quickly and want a defined launch process.
4. C2 Creative Studio — if you already know the launch will depend heavily on photography, social and campaign content.

And because you're in the West Loop, there's also ALL FOR™, literally at 160 N. Elizabeth in Fulton Market. They explicitly offer strategy, naming, identity, messaging, campaigns, social, web, packaging and apparel, which makes them a very practical local option. allfor.agency

What I'd ask for

Don't ask agencies for a "branding package." Tell them you're looking for:

Brand strategy + positioning → naming → verbal identity → visual identity → launch campaign → e-commerce/social launch system

I'd also ask each agency to show 2–3 examples of consumer, fashion, beauty, lifestyle or DTC work and explain who would actually be doing the work day-to-day.

If you give me your target customer, approximate price point, aesthetic (e.g. quiet luxury vs. streetwear vs. contemporary), and launch budget, I can narrow this to the 3 agencies I'd personally pitch—and find the right founder/creative director contact at each.

• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• Multiple Inc. - 845 W Washington Blvd Fifth Floor, Chicago, IL 60607, United States
• UnitOneNine - 650 W Lake St, Chicago, IL 60661, United States
• SCC | Schafer Condon Carter - 176 N Racine Ave Ste 300, Chicago, IL 60607, United States
• Elevate Studios: A Digital Design Firm - 5416 N Wayne Ave, Chicago, IL 60640, United States
• 14th & Boom - 444 N Michigan Ave, Chicago, IL 60611, United States
• Design In Chicago - 159 N Sangamon St Suite 200, Chicago, IL 60607, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• Betty Chicago - 1 S Wacker Dr Ste 300, Chicago, IL 60606, United States
• Core Twelve - 600 W Van Buren St #1010, Chicago, IL 60607, United States
• Brand Vision Marketing - Web Design & Branding - 30 N Michigan Ave #504, Chicago, IL 60602, United States
• Brandimage - 1918 W Walnut St, Chicago, IL 60612, United States
• ArtVersion® Creative Agency - 211 W Wacker Dr Ste 1130, Chicago, IL 60606, United States
• Landor - 333 N Green St, Chicago, IL 60607, United States
• Praella - eCommerce Agency - 203 N LaSalle St Suite 2100, Chicago, IL 60601, United States
• Designer and Gentleman - 2653 W Hollywood Ave, Chicago, IL 60659, United States

Yes. For a new fashion e-commerce brand, I’d prioritize agencies that can do more than a logo: naming → positioning → visual identity → brand voice → launch concept → campaign assets → digital/e-commerce expression.

Since you’re in the West Loop, there are several particularly strong fits nearby.

My Chicago shortlist

1. ColorJar — my first call for a founder-led fashion brand

DirectionsWebsite[Call](tel:+1 312-448-8192)

ColorJar is in Fulton Market and specializes in brand strategy, positioning, naming/verbal identity, visual identity, guidelines, and campaign creative. That combination is unusually close to what you're describing. ALL FOR™

Why I'd call them: They appear well suited if you want the agency to help answer “What is this brand supposed to mean?” before jumping into aesthetics.

colorjar.com

2. Multiple Inc. — strongest West Loop all-around brand partner

DirectionsWebsite[Call](tel:+1 312-846-6944)

Multiple is actually on W. Washington Blvd in the West Loop. Their offering explicitly covers strategy, storytelling, naming, identity, campaigns and digital experiences. Multiple Inc. Multiple Inc.

Why I'd call them: If you want one partner to develop the brand foundation and then turn it into a sophisticated campaign system, they're worth a serious conversation.

Phone: 312-846-6944
Email: info@multipleinc.com Multiple Inc.

multipleinc.com

3. UnitOneNine — boutique / digital-first option

DirectionsWebsite[Call](tel:+1 312-970-0019)

They're in the West Loop on Lake Street and position themselves around strategy, branding and digital experiences.

Why I'd call them: Particularly interesting if the brand is going to live primarily through Shopify, Instagram/TikTok, digital advertising and a highly polished DTC experience, rather than traditional retail.

4. SCC | Schafer Condon Carter — if the launch campaign is the big priority

DirectionsWebsite[Call](tel:+1 312-464-1666)

SCC is also in the West Loop, at 176 N. Racine. It's a much more substantial integrated creative/media agency with a long Chicago history and a stated focus on challenger brands.

Why I'd call them: If you're envisioning a real launch campaign—photography/video, social, paid media, experiential, PR-type activation, etc.—rather than primarily a brand identity project.

The tradeoff is that a young fashion startup may get more agency infrastructure than it actually needs.

5. Elevate Studios: A Digital Design Firm — fashion/e-commerce specialist

DirectionsWebsite[Call](tel:+1 312-932-1104)

This one caught my attention specifically for your category. Elevate describes its work as sitting at the intersection of strategy, design and technology, with particular experience in premium beauty, fashion and DTC brands, including e-commerce, brand identity and digital campaigns.

Why I'd call them: If your priority is “Make this look like a serious premium fashion brand online and sell through the site”, rather than building a traditional corporate brand.

6. 14th & Boom — consumer/lifestyle + fashion angle

DirectionsWebsite

Their Chicago operation focuses on brand growth and creative across consumer lifestyle categories including fashion and beauty, with capabilities spanning positioning, identity, campaigns, content and e-commerce consulting.

Why I'd call them: Good candidate if you want the brand to feel culturally relevant and campaign-driven rather than simply polished.

One more I'd put on the list: Seedhouse

seed-house.com

Seedhouse is particularly compelling if the name itself is still undecided. They're a Chicago naming specialist and say they handle brand/product names, taglines and nomenclature, with trademark and domain checks incorporated into the process. Seed House

They're at 4043 N. Ravenswood, so not West Loop, but I'd absolutely include them if naming is a critical part of the assignment.

If I were you, I'd contact these 4 first

And I'd bring Seedhouse into the process if you haven't landed on the name.

What I'd ask them for

Don't ask for a “logo and branding package.” That's too narrow.

Tell them you're looking for:

Brand naming, positioning, verbal identity, visual identity, brand guidelines, launch creative concept, campaign art direction, social/digital launch system, and e-commerce brand expression.

Then ask each agency for 2–3 relevant fashion, beauty, lifestyle or DTC case studies, the senior person who would actually lead your project, approximate timeline, and a rough budget range before you spend time on a formal pitch.

For a new fashion brand, I'd also specifically ask: “Show me how you'd make this brand recognizable without putting the logo everywhere.” That's a very revealing question.

If you tell me your target customer, approximate price point (e.g. $150 vs. $500 garments), aesthetic, and launch budget, I can narrow this to the 3 agencies I'd actually pitch—and tell you exactly who at each agency to contact.

Yes. For a new fashion e-commerce brand in the West Loop, I’d prioritize agencies that can do more than a logo: naming → positioning → visual identity → e-commerce expression → launch campaign.

My shortlist:

The three I'd contact first

1. EightySeven — best overall fit

This is the one I'd put at the top of your list. Their model is unusually aligned with a founder launching from scratch: they explicitly work with founders, handle positioning/naming/identity, and have a five-week BrandLaunch offering covering positioning, identity directions, social, homepage direction and launch applications. Their naming work can extend the timeline because trademark clearance is separate. www.madebyeightyseven.com

EightySeven

2. Design B&B — best if you want fashion/consumer sophistication

I'd talk to them if your ambition is something that feels editorial, premium and consumer-facing, rather than a generic startup identity. Their capabilities span positioning, naming, verbal identity and visual systems, and they're right in the West Loop.

3. Multiple — best balanced brand + campaign option

Multiple is compelling if you want the same partner thinking about what the brand stands for, what it's called, how it looks, and how the campaign communicates it. Their stated disciplines are strategy, messaging, naming, identity and campaigns, and they're at 845 W Washington Blvd. multipleinc.com

Multiple Inc.

One additional agency I'd seriously consider

ALL FOR™ is particularly interesting because it's actually in Fulton Market/West Loop and explicitly offers naming, positioning, identity, campaign design, e-commerce web design and apparel. That's a very direct match for a fashion e-commerce startup. allfor.agency

ALL FOR™

What I'd ask for

Don't approach them asking simply for "branding." Give them a brief along these lines:

Phase 1 — Brand foundation

• Competitive/category research
• Target customer definition
• Positioning
• Brand strategy
• Naming + tagline
• Trademark/domain screening

Phase 2 — Identity

• Logo/wordmark
• Typography
• Color system
• Art direction
• Photography direction
• Packaging/shipping experience
• Social identity
• Brand guidelines

Phase 3 — Launch

• Launch concept/big idea
• Campaign creative
• E-commerce homepage direction
• Paid/social creative
• Launch photography/video
• Influencer/creator creative direction
• Email/SMS launch assets
• Optional West Loop launch event/pop-up

That's important because the agency that makes a beautiful logo isn't necessarily the agency that can make people care about the brand.

If I were spending my own money, I'd request proposals from EightySeven, Design B&B, Multiple, and ALL FOR™, then choose based on the thinking in their pitch, not the prettiest portfolio.

And if your brand is positioned as luxury/premium, contemporary streetwear, women's fashion, men's fashion, sustainable, or Gen-Z/DTC, tell me which — I can narrow this to the 3 Chicago agencies whose portfolios/style are most appropriate and give you the specific person/contact route for each.

Yes. For a new e-commerce fashion brand, I’d prioritize agencies that can do more than make a logo: you want naming → positioning → visual/verbal identity → campaign idea → launch assets → social/content, ideally with an understanding of DTC/fashion culture.

I’d put these at the top of your Chicago shortlist:

My top 5

1. Someoddpilot — best overall fit

This is the first call I’d make. They’re an independent Chicago creative agency with capabilities spanning naming, brand strategy, identity, campaigns, digital, and production. Their portfolio includes fashion/lifestyle-adjacent work, DTC brands, product launches, and culturally driven campaigns. They also run an apparel/art venture themselves, which makes the fashion relevance particularly interesting. someoddpilot.com

Why I'd call: If your ambition is to create a brand people want to belong to, rather than simply a polished Shopify store, they're a strong candidate.

Someoddpilot — contact / agency site

2. ColorJar — best boutique brand-building option

ColorJar is actually in Fulton Market/West Loop, and its offering is unusually aligned with what you're asking for: brand strategy, naming/verbal identity, visual identity, campaign creative, and real-world brand touchpoints.

Why I'd call: A potentially better fit than a huge agency if you're a founder who wants senior people deeply involved in shaping the brand.

3. Mekanism Chicago — best for a big launch idea

Their Chicago office is on Washington Blvd in the West Loop, so they're literally in your neighborhood. They're oriented toward integrated creative campaigns, strategy, digital/social, and production.

Why I'd call: If you already have a fairly strong brand concept but need a launch campaign that creates attention, I'd put them high on the list.

4. VSA Partners, Inc. — best high-end strategic/design option

VSA is a substantially larger, established Chicago branding agency. They cover strategy, positioning, identity systems, campaigns and digital experiences. Their Chicago office is at 600 W Chicago Ave. www.vsapartners.com

Why I'd call: If you're building something with serious ambition—premium positioning, substantial funding, national expansion, sophisticated identity system—VSA is worth a conversation. I'd expect them to be more substantial/expensive than a boutique studio.

5. Design In Chicago — best West Loop practical end-to-end option

They're at 159 N Sangamon, right in the West Loop, and combine branding, naming, web/e-commerce, digital marketing, photography/video and launch assets.

Why I'd call: Particularly interesting if you want one team to take you from brand strategy all the way through website/e-commerce implementation and launch rather than coordinating several vendors.

One specialist I'd add

Seedhouse is worth contacting specifically for naming. They focus heavily on brand/product naming and say they incorporate trademark and domain checks throughout the naming process. www.seed-house.com

Seedhouse naming practice

That could be useful if the name itself is still wide open.

If I were you, I'd contact these 3 first

🥇 Someoddpilot — "Make this a culturally relevant fashion brand."
🥈 ColorJar — "Help me build a distinctive premium brand from the ground up."
🥉 Mekanism — "Give us a launch campaign people will actually notice."

I'd then keep VSA as the higher-end strategic option and Design In Chicago as the practical integrated option.

What I'd ask for

Don't approach them saying "I need a logo and a website." That's likely to produce a much narrower engagement.

Tell them you're looking for:

Brand naming + positioning + verbal identity + visual identity + e-commerce art direction + launch campaign + social/content system

And give them your target customer, price point, category, competitive set, launch date, expected first-year revenue/scale, and approximate branding budget.

The most important question I'd ask each agency is:

“Who specifically would be doing the strategic and creative work on my account, and can I see 2–3 examples of brands you built from the ground up rather than rebrands?”

That will tell you much more than the agency's awards page.

If you tell me the fashion category (e.g. women's contemporary, streetwear, luxury, accessories), target price point, and roughly what you're willing to spend on branding/launch, I can narrow this to 3 agencies and identify the specific person/team you should approach at each one.

Yes. For a new fashion e-commerce brand in West Loop, I’d prioritize agencies that can do more than a logo: naming → positioning → visual identity → campaign concept → launch creative → digital/e-commerce expression.

My shortlist after looking at Chicago firms:

Who I'd contact first

If this were my fashion startup, I'd make these five calls, in this order:

1. EightySeven — If you're an early-stage founder and need someone to actually build the brand with you. Their positioning is explicitly around ambitious businesses at launch/growth stages, and their five-week BrandLaunch product is unusually clear about scope and price. www.madebyeightyseven.com

2. Elevate Studios — If this is a premium DTC fashion brand where Shopify/e-commerce, photography, digital experience and brand expression all need to work together. The fashion/DTC specialization makes them particularly relevant.

3. Someoddpilot — If you want the brand to feel culturally relevant, editorial and campaignable, rather than like a conventional corporate identity. Their combination of naming + identity + campaign + digital is almost exactly your brief.

4. Design B&B — Especially worth meeting because they're right in West Loop and are an independent brand strategy/design agency rather than a giant network.

5. Landor — I'd have the conversation even if you ultimately decide they're too large/expensive. Their West Loop location and experience creating a complete neighborhood brand identity are unusually relevant to your situation. landor.com

One more I'd seriously consider: Aroa

If you're positioning the brand as premium, fashion-forward, design-led and relatively exclusive, I'd add Aroa Studio to the pitch list. It's deliberately small, works with fashion and other premium product brands, and the principal is directly involved rather than handing the work down through an agency hierarchy. www.aroa.studio

Don't hire them all for the same brief

I'd send each agency a concise founder brief saying you need:

• Brand naming + trademark/domain screening strategy
• Positioning and competitive differentiation
• Brand story / voice
• Visual identity system
• Packaging / hangtags / labels
• Art direction and photography direction
• Shopify/e-commerce visual direction
• Social launch system
• Launch campaign concept
• Campaign assets for paid social, organic social, email and PR
• Optional West Loop launch/pop-up activation

That's important because a lot of "branding agencies" are excellent at identity but aren't necessarily the right partner for a fashion launch campaign.

And Chicago is actually an interesting place to build this: West Loop is increasingly becoming a physical-digital retail environment, including the new Live Launch concept at 810 W Washington that puts online-first brands into temporary physical storefronts. www.axios.com

If you tell me your fashion brand's price point, target customer, aesthetic (e.g. COS/Aritzia/Skims/Jacquemus/Streetwear/etc.), and approximate branding budget ($15–30k, $30–75k, $75k+), I can narrow this to the 3 agencies I'd actually pitch—and find the specific person/founder/creative director you should contact at each.

For a new e-commerce fashion brand based in West Loop, I would prioritize agencies that can do more than a logo: you need brand strategy + naming + visual identity + digital launch system + campaign thinking. Fashion is especially sensitive to taste, positioning, and storytelling, so I’d avoid a pure web/design shop unless they have strong consumer brand experience.

Here are the Chicago agencies I would put on your shortlist:

1. Multiple Inc. — Best overall fit for a premium fashion startup

Multiple Inc.
Multiple Inc.
Web
Address: 845 W Washington Blvd Fifth Floor, Chicago, IL 60607
Phone: +13128466944

Why consider them:

• Strong in brand strategy, naming, identity systems, messaging, and campaigns. multipleinc.com
• Located in West Loop (845 W Washington Blvd), which makes founder collaboration easy. multipleinc.com
• Good fit if you want a brand that feels like it could scale beyond Chicago.

Ask for:

“We’re launching a fashion e-commerce brand and need positioning, naming, identity, Shopify/e-commerce creative direction, and a launch campaign.”

Contact:

• General inquiry: Multiple Inc.

2. Seedhouse — Best if the name itself is still undecided

Why consider them:

• Specializes in brand naming, product naming, taglines, tone of voice, and naming systems. www.seed-house.com
• Useful if you want a distinctive fashion name with trademark/domain thinking built in. www.seed-house.com

Best use:

• Pair them with a visual identity studio, or have them lead the first phase.

Contact:

• Seedhouse Naming

3. EightySeven — Best for founder-led launches

Why consider them:

• Built around helping founders launch and reposition brands.
• Offers structured launch-focused branding programs including positioning, identity, social direction, homepage direction, and launch assets. www.madebyeightyseven.com

Best fit:

• You have the product, supply chain, and vision, but need the “make this feel like a real brand” transformation.

Contact:

• EightySeven Branding Studio

4. Adcetera — Best if you want a larger strategic partner

Why consider them:

• Offers naming, positioning, identity, launch strategy, campaigns, and customer experience work. www.madebyeightyseven.comwww.adcetera.com
• Better suited if you expect a significant launch budget or want research-driven brand development.

Contact:

• Adcetera Chicago Brand Agency

5. Junotype Collective — Best for design-forward lifestyle/fashion aesthetics

Why consider them:

• Combines strategy, naming, visual identity, brand guidelines, launch strategy, and campaign design. www.junotype.com
• Could be a good match for a fashion label where visual world-building matters.

Contact:

• Junotype Collective

6. Isla Luna Studio — Best boutique option

Why consider them:

• Boutique Chicago studio focused on identity, websites, and packaging for founder-led consumer brands. www.islalunastudio.com
• Potentially a better fit if you want a closer creative relationship.

Contact:

• Isla Luna Studio

Who I would contact first (my shortlist)

If I were launching a West Loop fashion brand, I’d start conversations with:

1. Multiple Inc. — strongest all-around brand partner
2. EightySeven — strongest founder-launch partner
3. Junotype Collective — strongest design/aesthetic partner
4. Seedhouse — if naming is the biggest challenge
5. Adcetera — if you have a larger launch budget

For your first agency call, have these ready:

• Target customer (age, income, style references)
• Price point
• Competitors you admire/dislike
• Whether you need the name created or already have one
• Launch date
• Budget range (many agencies will scope very differently depending on whether you need a $15k identity sprint or a $100k+ full launch platform)

I would also ask every agency for 3 fashion/lifestyle case studies, not just general branding work. Fashion branding depends heavily on taste level, photography direction, packaging, influencer/social thinking, and cultural positioning.

Yes. For a new fashion e-commerce brand, I’d prioritize agencies that can do more than a logo: name → positioning → visual identity → campaign concept → launch content → digital/e-commerce expression.

I searched current Chicago agencies and would put these on your shortlist:

My top 6

1. Landor — best for a sophisticated, high-ambition brand
   • Chicago office at 333 N Green St. in Fulton Market.
   • Particularly strong if you want a brand that could eventually compete nationally or internationally.
   • They can bring substantial brand strategy, naming, verbal identity, visual identity and campaign capabilities.
   • Caveat: likely the most enterprise-oriented/expensive option on this list.
   • Landor Chicago

2. SCC | Schafer Condon Carter — best for a launch campaign
   • They're actually in the West Loop, at 176 N Racine.
   • Full-service creative/media agency with a strong challenger-brand positioning, so they're interesting if you're trying to make noise rather than simply establish a pretty identity.
   • Particularly compelling if you want the agency to own the campaign and audience-building side after the identity is established.
   • SCC

3. ColorJar — my pick for a founder-led West Loop startup
   • Located right in Fulton Market, 1000 W Fulton Market.
   • Boutique brand strategy/design consultancy, which is closer to what I'd want for a new fashion brand than a giant agency.
   • Good candidate for positioning + identity + brand system, with the advantage of being physically close to you.
   • ColorJar

4. Design In Chicago — best if brand + Shopify/e-commerce need to work together
   • Located at 159 N Sangamon, right in West Loop.
   • They specifically offer brand strategy, naming, identity, launch assets and Shopify/e-commerce development.
   • This is attractive if you don't want to have a branding agency create the identity and then hand it to a completely different team to build your store.
   • Design In Chicago

5. UnitOneNine — best boutique/digital-first option
   • Located at 650 W Lake St.
   • More intimate and design-led; their positioning combines brand foundation with a polished digital experience.
   • I'd talk to them if your brand is going to live primarily through Instagram/TikTok + Shopify + editorial imagery, rather than traditional advertising.
   • UnitOneNine

6. 14th & Boom — particularly interesting for fashion/lifestyle
   • Their capabilities explicitly include fashion lookbooks, photoshoots, brand identity, websites, social content, advertising campaigns and events.
   • That's unusually close to the full stack you're describing.
   • I'd put them high on the list if the desired brand is fashion-forward, visual and consumer/lifestyle-oriented.
   • 14th & Boom

Two more I'd investigate

Design B&B is worth a conversation if you want a more distinctive consumer-brand identity. They specifically offer brand strategy, identity, naming/verbal identity and brand activation. www.designbandb.com Design B&B

EightySeven is especially interesting if you're a founder who wants a highly hands-on process. Their current BrandLaunch offering is explicitly designed for founders launching new businesses and packages a complete brand in five weeks. www.madebyeightyseven.com EightySeven

If it were my money

I'd contact four, rather than blast 15 agencies:

And I'd take Landor to a fifth pitch if you're building a genuinely ambitious premium brand and have the budget.

One important distinction: don't ask agencies simply for "branding." Tell them you're looking for a partner to develop the name, positioning, verbal identity, visual identity, launch creative, campaign platform, social/content direction and e-commerce expression. That will immediately separate the agencies capable of building a real consumer brand from firms that primarily make logos.

For the name itself, I'd also consider bringing in a specialist such as Seedhouse, which focuses specifically on naming and does trademark/domain vetting as part of its process. www.seed-house.com Seedhouse Naming

My first three calls: ColorJar, 14th & Boom, and Design In Chicago.

If you tell me your target customer, price point, aesthetic (e.g. quiet luxury vs. streetwear vs. contemporary women's), and rough branding budget ($15k / $30k / $50k+), I can narrow this to the 3 agencies I'd actually pitch and tell you exactly what to ask each one.

Yes. For a new fashion e-commerce brand in West Loop, I’d prioritize agencies that can do more than a logo: name → positioning → identity → campaign concept → launch assets, with enough fashion/consumer sensibility that the brand feels culturally relevant rather than corporate.

My shortlist

Two specialists I'd add to the pitch list

EightySeven is especially compelling for a founder starting from zero. Its Chicago studio works directly with founders on strategy, story, identity and activation, including naming, messaging, typography, campaigns, websites and packaging. Its current BrandLaunch offering is five weeks at $30K, with larger engagements starting at $60K. www.madebyeightyseven.com

EightySeven

For naming specifically, I'd also talk to Seedhouse. They're unusually explicit about brand naming, trademark/database checks and domain checks, and say their typical naming engagement runs 3–6 weeks. www.madebyeightyseven.comwww.seed-house.com

Seedhouse naming

One important fashion-specific signal

I'd ask every agency to show you actual fashion/apparel or premium lifestyle work, not just generic B2B branding.

For example, Abbr. Projects has done the identity for Chicago fashion retailer SVRN, including its wordmark and typography system. simon.abranowicz.com And MAKSIM has done a fashion-designer identity involving logo, typography, hangtags, social and email applications. maksim.design

Who I'd contact first

If I were you, I'd make these five calls, in this order:

1. ColorJar — strongest overall match for a distinctive consumer/fashion brand.
2. EightySeven — strongest founder-launch proposition and unusually transparent pricing.
3. Point B — strongest West Loop option if you want strategy through advertising.
4. Elevate Studios — strongest option if the e-commerce/digital experience is central.
5. Seedhouse — bring them in if naming is the most consequential decision and you want serious name vetting.

I would not start with a huge global consultancy unless you have a substantial launch budget and complex brand architecture needs. For a new fashion label, a smaller senior team can give you considerably more founder access and creative attention.

What to ask for: don't ask simply for a "branding proposal." Tell them you need a founder-led brand launch engagement covering:

• brand positioning & audience
• competitive/cultural research
• naming + trademark/domain screening
• verbal identity / tagline
• visual identity + typography
• packaging / labels / hangtags
• e-commerce art direction
• launch campaign concept
• photography/video direction
• social launch system
• launch calendar and production

That framing will make the proposals much easier to compare.

If you tell me the fashion category, target customer, price point, and approximate branding/launch budget (e.g. $25K, $50K, $100K+), I can narrow this to the 3 agencies I'd actually pitch and find the right contact person for each.

Yes. If you’re launching a new fashion e-commerce brand from the West Loop, I’d prioritize agencies that can do more than a logo: naming → positioning → identity → e-commerce expression → launch creative.

I’d put these four at the top of your outreach list:

1. Multiple Inc. — my first call

Multiple Inc.
Web
Address: 845 W Washington Blvd Fifth Floor, Chicago, IL 60607, United States
Phone: +1 312-846-6944

845 W Washington Blvd, West Loop

Multiple is probably the strongest all-around fit for the brief you described. They explicitly offer strategic naming, positioning/messaging, identity systems, campaigns, digital, photography and motion—so you can keep the brand foundation and launch creative under one roof. multipleinc.comwww.colorjar.comwww.madebyeightyseven.com

Their team includes Andy Eltzroth (Partner/Managing Director), Kelly Komp (Partner/Creative Director), and Kevin Krueger (Partner/Creative Director). Kelly in particular has a strategy + messaging + design background. multipleinc.com

Contact: Multiple Inc. contact page
Phone: 312-846-6944
Email: info@multipleinc.com

Why I'd call: You want a brand, not just fashion artwork. Multiple has the strategic discipline to help determine what the brand should stand for before designing how it looks.

2. ColorJar — especially strong for a consumer/DTC launch

ColorJar
Web
Address: 1000 W Fulton Market #213, Chicago, IL 60607, United States
Phone: +1 312-448-8192

1000 W Fulton Market, West Loop

ColorJar is particularly interesting for an e-commerce fashion startup because its offering covers brand positioning, naming/taglines, messaging, logo/visual identity, creative strategy/campaigns, websites and packaging. www.colorjar.com

They also show experience with consumer and DTC businesses, including a breakthrough DTC brand and consumer products. www.colorjar.com

Contact: ColorJar
Email: hello@colorjar.com

Why I'd call: If the goal is a highly differentiated consumer brand that has to convert online, ColorJar would be very high on my list.

3. EightySeven — best founder-focused option

EightySeven
Web

159 N. Sangamon St, West Loop

EightySeven is explicitly built around founders launching or repositioning businesses. Their BrandLaunch program is a five-week, launch-focused engagement covering the essential brand strategy/storytelling and identity needed to get a new business into market. www.madebyeightyseven.com

They describe themselves as a founder-led studio rather than a large agency, which could be valuable if you want the agency's senior people closely involved.

Contact: EightySeven
Email: hello@madeby87.com

Why I'd call: If you're a founder who wants a tight, opinionated partner rather than a large agency machine, this may be your best fit.

4. SIX4 Creative — worth a fashion-specific conversation

SIX4 Creative
Web
Address: 4000 W Diversey Ave, Chicago, IL 60639, United States

SIX4 is the one I'd add specifically because its positioning includes fashion/lifestyle, and its branding offering covers discovery/research, brand identity, messaging, visual identity and brand launch strategy. www.six4creative.com

Contact: SIX4 Creative

Why I'd call: If your brand is more fashion/culture/lifestyle than simply "a DTC company selling clothes," I'd want to see their fashion work before making the final decision.

One more specialist I'd consider: Seedhouse

If the name itself is still completely open, Seedhouse's naming practice is worth knowing about. They're specifically focused on naming and copy development and describe a process involving competitive research, trademark databases and domain checks. Their typical naming engagement is 3–6 weeks. www.seed-house.com

I wouldn't necessarily hire them instead of a full branding agency, but they could be useful if naming is the hardest part of the project.

My shortlist, in order

What I'd actually ask them for

Don't approach them asking for "a logo and branding." Give them a much bigger mandate:

Brand naming + positioning + verbal identity + visual identity + e-commerce art direction + packaging + launch campaign + launch content direction.

And tell them you're looking for a distinctive fashion brand with a point of view, not a generic Shopify apparel brand.

I'd send the same brief to the four agencies above and compare their first strategic response, not just their portfolios. The agency that starts asking smart questions about your customer, price point, cultural positioning, competitive set and ambition is probably more valuable than the one with the prettiest Instagram.

If I were the founder, I'd contact Multiple, ColorJar and EightySeven this week, then use SIX4 as the fashion-specialist benchmark.

Yes. For a new e-commerce fashion brand, I’d prioritize agencies that can do more than a logo: positioning → naming → verbal/visual identity → art direction → launch creative, with enough digital/e-commerce understanding to make the brand work on Shopify, social, email, packaging, and paid media.

I’d put these Chicago firms on your first-call list:

My top 5

Who I'd contact first

1. Multiple Inc. — my first call.
They're unusually well aligned with your exact brief: naming + positioning + messaging + identity + campaigns rather than treating branding as simply logo design. Their office is in West Loop, too. multipleinc.com

Contact Multiple Inc. — info@multipleinc.com / 312-846-6944

2. Design B&B — my second call.
I'd especially talk to them if you're envisioning a highly distinctive fashion/lifestyle identity that has to translate beautifully across site, packaging, social and physical experiences. Their capabilities include naming, tone of voice, identity, packaging and brand activation. www.designbandb.com

Contact Design B&B — hello@designbandb.com / 312-753-3037

3. EightySeven — very interesting for a founder-led startup.
This is probably the one I'd investigate if you're still crystallizing the business itself. Their process explicitly connects vision, audience, positioning, story and design, rather than jumping straight into visuals. Their published BrandLaunch starts at $30K for five weeks, which gives you a useful benchmark when talking to the others. www.madebyeightyseven.com

Book a Brand Vision Call with EightySeven — hello@madeby87.com

4. Isla Luna — strong boutique alternative.
I'd shortlist them particularly if the brand is women's fashion, sustainable/conscious fashion, beauty-adjacent or lifestyle-oriented. Their experience includes e-commerce and their services cover the whole chain from naming and positioning through identity, website, packaging and art direction. www.islalunastudio.com

Contact Isla Luna Studio — hello@islalunastudio.com

5. Junotype — if you want the launch to feel culturally relevant.
They combine strategy and branding with campaign, social, photography, video and animation, which could be valuable if your launch needs a strong visual/content system rather than just a brand book. www.madebyeightyseven.comwww.junotype.com

Explore Junotype Collective

One more I'd keep on the radar

Seedhouse is worth considering specifically for the name. They specialize in naming and say they combine creative development with trademark and domain checks. If the name is still completely open, you could use them for naming and then have another studio handle identity/launch. www.seed-house.com

Seedhouse naming services

What I'd actually do

Don't send an enormous RFP to 15 agencies. Talk to 3: Multiple, Design B&B, and EightySeven.

Tell them you're looking for:

Brand strategy + positioning → name → verbal identity → visual identity → e-commerce art direction → launch campaign

And ask each one to show you 2–3 comparable fashion/consumer launches, not just their prettiest logos.

I'd also ask for a proposal broken into Phase 1: strategy/naming, Phase 2: identity, Phase 3: launch, so you aren't committing your entire startup budget before you've validated the creative direction.

If you tell me your target customer, approximate price point, women's/men's/unisex, and the aesthetic you're after (e.g. elevated minimal, streetwear, quiet luxury, sexy, Gen-Z, sustainable, etc.), I can narrow this to the 3 agencies I'd personally pitch—and tell you exactly what to say when you contact each one.

Yes. For a new fashion e-commerce brand, I’d prioritize agencies that can do more than make a beautiful logo—you want naming + positioning + distinctive identity + launch creative + digital/e-commerce expression to feel like one idea.

Because you’re in the West Loop, there are several particularly strong options right around you.

My shortlist

If it were my brand, I'd contact these 4 first

1. Elevate Studios — fashion/e-commerce specialist

This would be my first call if you're building a premium DTC fashion label. Their experience is unusually aligned with what you're doing: fashion, beauty and DTC, with brand identity, UX, e-commerce platforms, digital campaigns and content production under one roof. www.elevatestudios.com

For new-business inquiries, they publish newbusiness@elevatestudios.com and 312-932-1104. www.elevatestudios.com

2. ColorJar — best all-around branding conversation

I'd call them if the hardest question is "What should this brand actually be?" They explicitly offer positioning, naming, messaging, logo/identity, packaging, websites and creative campaigns, and have worked with both startups and consumer products. www.colorjar.com

Their contact: hello@colorjar.com. www.colorjar.comwww.madebyeightyseven.comwww.elevatestudios.comwww.elevatestudios.comwww.colorjar.com

3. EightySeven — best founder experience

I'd talk to them if you're an early-stage founder who wants a tight, senior-level process rather than a giant agency machine. Their published BrandLaunch is a five-week, $30K engagement; larger engagements start at $60K and $100K. www.madebyeightyseven.com

Contact: hello@madeby87.com. They're at 159 N. Sangamon, right in the West Loop. www.madebyeightyseven.com

4. Design B&B — best design-led option

I'd put this one on the pitch list if your aspiration is fashion/editorial/high-design, rather than conventional "marketing agency." They describe themselves as consumer-first and cover strategy, identity, naming/verbal identity, packaging and brand activation. www.designbandb.com

They're at 833 W. Jackson and list hello@designbandb.com / 312-753-3037. www.designbandb.com

One wildcard: Seedhouse

If you don't have the name yet, I'd seriously consider talking to Seedhouse even if you ultimately hire another agency for the identity and campaign. Naming is their specialty, including trademark and domain screening, and they say a typical naming engagement takes 3–6 weeks. www.seed-house.com

The agency brief I'd give them

Don't ask them simply for "a logo and launch campaign." Tell them you're looking for:

Brand foundation

• Competitive/category research
• Positioning and target customer
• Brand name + naming rationale
• Trademark/domain preliminary screening
• Brand story, voice and messaging

Identity

• Logo/wordmark
• Typography/color system
• Photography/art direction
• Packaging
• Social/e-commerce design system
• Brand guidelines

Launch

• Big launch idea/concept
• Campaign creative
• Photography/video direction
• Social/creator strategy
• Paid/social assets
• Launch website/e-commerce expression
• PR/influencer/experiential ideas

That framing will let you quickly see which agencies are thinking like brand builders versus simply selling you a logo package.

My first three calls: Elevate for fashion/DTC expertise, ColorJar for strategic brand creation, and EightySeven for a founder-friendly premium launch. I'd then add Design B&B if the aesthetic/design bar is particularly high.

If you tell me your fashion category, target customer, approximate launch budget, and whether you already have a name, I can narrow this to the 3 agencies I'd actually invite to pitch and tell you what I think each one will likely be best at.

Yes. For a new fashion e-commerce brand, I’d prioritize agencies that can do more than a logo: positioning → naming → visual/verbal identity → campaign concept → e-commerce launch.

I’d put these on your first outreach list:

My top 3 for you

1. Design B&B — my first call.
They look closest to what you're describing: a consumer-first brand, not simply a website or logo. They cover brand strategy, identity, naming, tone of voice, packaging and activation. www.designbandb.com

2. EightySeven — my founder-friendly pick.
If you want to work directly with senior creative/strategy people rather than get handed to a large account team, this is compelling. Their explicit positioning around founders launching businesses is unusually aligned with your situation. Their $30K BrandLaunch also gives you a useful budget benchmark. www.madebyeightyseven.com

3. Brandworks Studios — the one I'd definitely add because you're fashion/e-commerce.
Their portfolio specifically includes a fashion brand built from the ground up, including branding, Shopify and creative direction. That's a much stronger signal for your use case than a generic Chicago branding portfolio. www.bybrandworks.com

And one important distinction

I wouldn't necessarily hire one company to do everything.

For a fashion startup, I'd want the agency brief to produce:

1. Brand strategy — customer, positioning, competitive whitespace
2. Naming — 3–5 strong territories, trademark/domain screening
3. Verbal identity — brand story, voice, tagline
4. Visual identity — logo, typography, color, art direction, photography direction
5. Packaging — mailers, boxes, hangtags, labels, inserts
6. Launch campaign — campaign idea, imagery, social, influencer/PR concept
7. Shopify creative direction — so the site feels like the brand rather than a separate web project
8. Launch toolkit — social templates, email, paid ads, launch assets

If the name is still completely open, I'd put extra weight on naming expertise. For example, Seedhouse in Chicago specializes in strategic naming and says it screens candidates through trademark and domain checks throughout the process. www.designbandb.comwww.seed-house.com

Who I'd contact first

I'd send essentially the same short founder brief to:

• Design B&B
• EightySeven
• Brandworks Studios
• Multiple
• Junotype Collective

I'd not lead with "I need a logo." Tell them you're building a new fashion e-commerce brand and need a naming, identity and launch partner. That immediately attracts the strategy/creative people you actually want.

If you tell me your fashion category (e.g. women's contemporary, streetwear, luxury, menswear, accessories), target customer, approximate launch date, and rough branding budget, I can narrow this to 3 agencies and tell you exactly who I'd contact first and why.

Yes. For a new fashion e-commerce brand launching from the West Loop, I’d avoid agencies that are primarily “logo shops.” You want a partner that can connect naming → positioning → visual identity → campaign → digital/e-commerce launch.

I’d put these on your first outreach list:

My top 5

1. ColorJar — best overall boutique fit
   • Fulton Market/West Loop, so very convenient.
   • Does brand strategy, naming, messaging, visual identity, creative campaigns, websites and packaging.
   • Particularly interesting for you because they have experience creating DTC/consumer brands, including Transformation and Glider Chocolates, as well as the West Loop hospitality brand HIDE + SEEK. www.colorjar.com
   • Contact: ColorJar

I'd contact them first.

2. Design B&B — best for a sophisticated consumer brand
   • West Loop, independent agency.
   • Strong combination of consumer research, brand positioning, naming/verbal identity, visual identity, packaging and digital activation. www.designbandb.com
   • Their work emphasizes understanding how consumers actually shop and what makes them add something to cart, which is highly relevant to fashion e-commerce. www.designbandb.com
   • Contact: Design B&B

3. EightySeven — best founder/startup fit
   • Very close to you at 159 N. Sangamon.
   • Specifically positions itself around founders preparing to launch, with strategy, storytelling and design.
   • Its (87)BrandLaunch is explicitly a five-week, launch-ready branding program, currently advertised at $30K. www.madebyeightyseven.com
   • Contact: EightySeven

This would be my choice if you're founder-led, early-stage and want a relatively focused engagement rather than a giant agency.

4. Multiple Inc. — strong strategy + identity + campaign option
   • West Loop, independent agency.
   • Covers the complete chain: strategy, storytelling, positioning, naming, identity, campaigns and experience design. multipleinc.com
   • Particularly attractive if you want the brand to feel strategically distinctive rather than simply fashionable.
   • Contact: Multiple Inc.

5. Schafer Condon Carter (SCC) — best if the launch campaign is the big priority
   • West Loop.
   • A larger integrated creative/media agency built around challenger brands, with brand strategy, campaign development and media/performance capabilities. clutch.co
   • I'd consider them if you're planning a meaningful paid/social/experiential launch, rather than just establishing the brand.

One more I'd seriously consider

Elevate Studios is worth a look if your priority is specifically fashion + DTC + e-commerce. Its positioning is unusually relevant: it works at the intersection of strategy, design and technology and highlights premium fashion, beauty and D2C brands, including brand identity, e-commerce and digital campaigns.

Who I'd actually call

If I were in your position, I'd make three calls, not ten:

Then I'd use Elevate Studios as the wildcard if your brand is particularly fashion/DTC/e-commerce driven.

One important distinction: I wouldn't choose purely based on being in West Loop. You're in one of the best creative neighborhoods in Chicago, but the quality and fit of the agency matters much more than a five-minute commute.

What to ask for

When you contact them, don't ask for “branding.” Tell them you're looking for a foundational brand launch encompassing:

• Brand naming + trademark/domain screening
• Positioning and competitive differentiation
• Brand story / voice / messaging
• Visual identity and design system
• Packaging, labels, hangtags and shipping experience
• E-commerce art direction
• Launch campaign concept
• Social/paid creative system
• Launch photography/video direction
• Potential West Loop launch/pop-up activation

That framing will make it much easier to compare proposals apples-to-apples.

Also, naming deserves particular attention. A name that looks great on Instagram but can't be trademarked or has no sensible domain is an expensive mistake. Seedhouse, for example, explicitly builds trademark and domain screening into its naming process. www.seed-house.com

My personal shortlist for a fashion founder: ColorJar → Design B&B → EightySeven → Elevate Studios.

If you tell me your fashion category (women's/men's, luxury/contemporary/streetwear/etc.), approximate launch budget, and target customer, I can narrow this to the 2–3 agencies I'd hire and tell you what I think each one would likely charge.

Yes. For a new fashion e-commerce brand in the West Loop, I’d prioritize agencies that can do more than a logo—ideally naming + positioning + visual identity + campaign concept + digital/e-commerce launch.

My shortlist

Two I'd add specifically for fashion

Studio Fulchi is worth talking to if you want a smaller, highly hands-on creative partner. Their Batik project is unusually close to what you're describing: they created the brand identity, packaging, retail materials, social assets, Shopify experience and launch support for a Chicago apparel boutique. landor.comstudiofulchi.comwww.six4creative.com

SIX4 Creative also deserves a call. They explicitly offer brand discovery, identity, storytelling, launch strategy and campaign work, and their Notre case study is directly relevant: Notre is a Chicago fashion/e-commerce retailer, and SIX4 handled its launch PR, influencer, press and VIP strategy. www.six4creative.com

If it were my brand, I'd contact these 5 first

1. Multiple Inc. — best combination of West Loop + independent + brand strategy/design + campaign capability.
2. ColorJar — if you want the brand to feel particularly sophisticated and differentiated.
3. UnitOneNine — if the e-commerce experience is central to the brand.
4. Elevate Studios — if you're building a digitally native fashion/DTC business and want branding tied closely to conversion.
5. Studio Fulchi — if you want a smaller studio that will get deeply involved with the founder and physical/digital brand world.

There's also a compelling argument for EightySeven if you're an early-stage founder. They're explicitly positioned around founders preparing to launch, and their current (87)BrandLaunch is a five-week, $30K launch-brand package. They're at 159 N. Sangamon in the West Loop. www.madebyeightyseven.com

What I'd ask them for

Don't approach them asking simply for a "logo." I'd tell them you're looking for:

• Brand naming and trademark/domain considerations
• Positioning and target-customer definition
• Brand story / verbal identity
• Wordmark + visual identity
• Typography, color, imagery and art direction
• Packaging, labels, hangtags and unboxing
• Shopify/e-commerce visual direction
• Launch campaign concept
• Social/creator campaign system
• Photography/video art direction
• Launch content and paid-social creative
• Brand guidelines

That framing will attract the agencies capable of building a fashion brand, rather than a shop that primarily makes logos.

One important distinction: if you already have the name and positioning figured out, I'd shift the shortlist toward Studio Fulchi, UnitOneNine, Elevate and ColorJar. If you don't have a name yet, I'd put Multiple, EightySeven, ColorJar and Landor higher because naming/strategy becomes much more important.

If you tell me your approximate branding budget (e.g. $10–25K, $25–50K, $50–100K+) and whether the fashion brand is luxury, contemporary, streetwear, women's, men's, etc., I can narrow this to 3 agencies and tell you exactly who I'd contact first and why.