To develop the branded elements of The Dianne—custom logotype, signage, graphics—our team engaged the owner, John Carroll, in a series of workshops to explore the essence of this luxury apartment building. Through our conversations, we developed four brand cornerstones for The Dianne: cultured, fresh, personal, and pride.
Our teams wanted this project to evoke residents’ sense of personal pride in living here and embody a sense of pride of place for the Pearl District because it beautifully contributes to the neighborhood. We also honed in on Pacific Northwest inhabitants’ strong connection to the region’s nature through access to outdoor spaces like the river and Mt. Hood, which are visible from the building.
Named after the owner’s wife, our brand team developed a signature, sophisticated identity for The Dianne. The Art Deco style is carried through from the architecture and interior design. We captured the aesthetics of this classic era through extensive research. The gold color palette was inspired by the metaphor of a “gold nugget” as a symbol of richness. This high-end, timeless brand showcases symmetry, clarity, and stability over abstract, bulky masses. Clear, precise, and succinct visual cues are preferred over abstract shapes.
Drawing from the shapes present in the physical building, we created custom lettering and modular pieces applied to the signage, art installations, and entry canopy. These elements were also used in leasing materials and the apartment building’s website. At every touchpoint connected to The Dianne, current and perspective residents should feel drawn into an experience of modern elegance established by its brand.