Cook County BAM Build Up Cook
Cook County BAM Build Up Cook
R.M. Chin & Associates, Inc. (CHIN) serves a subconsultant to the project manager to lead branding efforts for the Build Up Cook (BUC) program. Launched with $30.5 million in American Rescue Plan Act funds, BUC is designed to address long-neglected capital improvement needs in under-resourced municipalities across Cook County. It supports essential projects including water main repairs, pump and hydrant replacements, facility and roof repairs, and more. However, its impact stretches far beyond construction— it builds municipal capacity through consulting, professional development, engineering, and construction support.
Brand Approach
The CHIN team developed BUC’s brand identity around the construction crane – as a strong, symbolic visual. The crane stands for upward mobility, growth, and the long-term investment in community development. It evokes a sense of active progress, foundational work, and collective effort. In conjunction with the color palette, typography, and flexibility in application, the brand was not only functional but also inspirational, helping stakeholders—from elected officials to residents—see themselves as partners in progress
Program Results
Since its launch, BUC has demonstrated not just brand recognition, but tangible impact.
All $30.5 million in ARPA funds were matched with shovel-ready projects tailored to local needs, and an additional $12.1 million in federal funding was secured as a result of the team leveraging the branding and strategy work.
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