For this new property in Seattle’s First Hill neighborhood, the naming process focused on the historic street grid long since lost under the pavement and concrete. Barclay, the original name for the property’s cross street that is now East Jefferson, combined to form “Barclay | Broadway,” reflecting both the history of the corner and the action and energy of one of Seattle’s most active, engaging streets.
The brand became all about the corner, about being at a vital crossroads. Abstractions of crossroads appear throughout in subtle ways, a nod to the underlying street grid. The clean, linear approach strives to position the property as the live/work/learn/play choice for medical workers and academics employed in the Central District and First Hill neighborhoods.