MADE.IN.CHI was the last expression created for Energy BBDO before the agency became part of something new. And for anyone who was there, Energy was never just another BBDO office. It was the place people turned to when something big needed to be cracked. Rooted in Chicago since 1891, the identity was built around the city’s bold, resilient energy, mixing Chicago Blue with a system that could feel both sharp and full of attitude. Built with the help of AI as part of the creative process, MADE.IN.CHI became more than a signature. It became a reminder of where the work came from, and of the kind of energy that made the agency special in the first place.