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The redevelopment of 710 Oregon Square was a pivotal project in Portland’s Lloyd District, reshaping a decades-old office complex into a Class A creative workspace. Once part of a superblock of underutilized office buildings, 710 Oregon Square needed more than just a facelift—it required a full repositioning to attract modern tenants looking for premium office environments with sustainability and wellness at the core. Watson partnered with American Assets Trust and GBD Architecture to redefine the building’s identity, ensuring it aligned with the needs of forward-thinking businesses.
The strategy was twofold: preserve the building’s best architectural elements while introducing a brand that would elevate it in a competitive leasing market. With sustainability driving many modern office decisions, the redevelopment focused on natural lighting, open spaces, and flexible environments that encourage collaboration. 710 Oregon Square was envisioned not just as a workplace but as a community hub, with features like a sunken garden, rooftop terrace, and fitness center reinforcing a lifestyle-oriented work experience.
One of the key challenges was overcoming the building’s dated reputation and repositioning it as a compelling option for new tenants. The branding drew inspiration from the ironwork details found on the original courtyard fencing, incorporating historical elements into a fresh, contemporary visual system. The refined brand identity brought cohesion to the redevelopment efforts, reinforcing the importance of blending past and future in Portland’s evolving urban landscape.
The name “710 Oregon Square” was selected to maintain a connection to its historic roots while signaling a new chapter for the space. The design system used throughout the branding, wayfinding, and leasing materials embraced a clean, modern aesthetic that balanced urban sophistication with Portland’s industrial heritage. The messaging focused on flexibility, sustainability, and location—key drivers for companies seeking an office environment that supports both productivity and well-being.
710 Oregon Square was designed to meet the expectations of today’s office tenants, offering spaces that prioritize natural light, flexible layouts, and seamless indoor-outdoor connections. The renovation maximized the use of existing board-formed concrete structures while opening up ceilings, lowering windowsills for more transparency, and integrating biophilic design principles. The goal was to provide an inspiring space that also supports environmental sustainability and energy efficiency.
The leasing strategy played a crucial role in the success of the project. The updated branding was applied across digital and physical platforms, including an intuitive website, leasing collateral, and in-building signage that guided potential tenants through the transformed space. The leasing team was equipped with refined messaging that highlighted the building’s value propositions, positioning 710 Oregon Square as a top-tier option in the Portland market.
710 Oregon Square exemplifies how historic buildings can be revitalized to meet contemporary needs without erasing their past. By integrating sustainability, branding, and a clear lease-up strategy, the building is now positioned as a prime destination for creative businesses, tech firms, and corporate headquarters looking for a workspace that blends history with modern functionality.
The project’s success also reinforces the broader revitalization of the Lloyd District, demonstrating that with the right vision and execution, Portland’s commercial spaces can evolve to support a dynamic, growing workforce. Through branding, architectural enhancements, and strategic storytelling, 710 Oregon Square is more than just an office building—it’s a statement about the future of work and the value of thoughtful, sustainable redevelopment.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
