Gerding Edlen


naming • brand design • web • photography • collateral • advertising • signage

Gerding Edlen’s new project poised at the gateway to Seattle’s Pike-Pine Corridor challenged us to reflect intelligent, sustainable living at the intersection of neighborhoods and lifestyles, of art and innovation.

The naming process brought us to a crisp, clear solution based on the location. The collision of Seattle’s downtown street angles with the Capitol Hill grid gave us an immediate opportunity to play with intersections and angles. We pushed the brand to play off the iconic palette of the facade, and let the typography take a back seat to the location’s vibrancy, as well as the striking architecture of the building.


print collateral

Entry Signage