Capstone Partners came to us with an exciting proposition to help brand their new building on East Burnside in Portland. The challenge was to allow the architecture of the building drive the process, and yet keep the resulting brand in context with the urban vibrancy of the neighborhood. We collaborated with Capstone in finalizing the name and worked to create a brand that was contemporary and authentic.
The resulting form is a reference to a camera’s viewfinder lens, while keeping a square format involved that could easily translate to Instagram social media campaigns. The focus became “location as panorama,” with Burnside at 360º.