(Above) On the Chicago River in 1915, east of Clark Street, the S.S. Eastland is raised after it capsized on July 24, killing 844 people. (Click on image to view larger version.)

March 19, 2015 – A creative agency that specializes in branding will help “reestablish” for Chicagoans the 1915 Eastland disaster.

88 Brand Partners announced on Monday it has teamed with Eastland Disaster Historical Society to prepare for the tragedy’s 100-year anniversary. They will help the organization with its “overall corporate branding, including the visual identity and messaging,” according to Ted Wachholz, executive director and chief historian of EDHS.

On July 24, 1915, between Clark and LaSalle Streets, the S.S. Eastland – docked on the Chicago River with more than 2,500 passengers – rolled over, killing 844 people including 22 entire families.

The agency met in February with descendants of people who survived the capsizing to help plan the upcoming 100-year commemoration.

“This is a tremendous opportunity to ensure that as time passes and generations go by, this somber and culturally significant moment in Chicago history doesn’t get lost forever,” said 88 Brand Partners President Michael McGuire.

Wachholz says the new look will start to show up in mid-to-late May.