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Almr is more than an apartment building—it is a story woven into the fabric of Portland’s historic Alphabet District. Developed in collaboration with Urban Development + Partners and designed by Emerick Architects, the project sought to balance modern urban living with a strong connection to nature, heritage, and craftsmanship. Our task was to create a brand that not only captured the architectural and cultural influences of the project but also resonated with the community it would serve.
The name “Almr” was chosen for its Scandinavian roots, a nod to both the minimalist design ethos of the building and the elm tree that stands prominently outside. In Old Norse, “almr” translates to “elm”, a tree symbolizing strength, resilience, and longevity—qualities that align seamlessly with the vision of the building itself. The architectural design by Emerick Architects leans into Scandinavian simplicity, with natural materials and clean, functional lines, reinforcing the refined, yet warm aesthetic we brought to the brand.
The brand identity for Almr was carefully crafted to reflect its natural and cultural inspirations. The logo mark, a minimalist geometric interpretation of a leaf, was designed to subtly reference the surrounding environment while symbolizing growth and sustainability. The typography pairs a bold, modern sans-serif with a customized serif inspired by old-world lettering, creating a balance of contemporary sophistication and timeless elegance.
The brand’s color palette was drawn from the building’s materials and natural surroundings. Emerald, Urban Copper, Elm, and Clay were chosen to evoke richness and depth, ensuring the brand felt organic yet elevated. These colors extend into signage, wayfinding, digital assets, and print collateral, tying every aspect of the brand back to its original concept. The subtle stitched pattern, inspired by the vein structure of an elm leaf, was integrated into marketing materials and interior design elements, reinforcing Almr’s unique connection to nature.
Beyond branding, we worked with Urban Development + Partners to build out a complete lease-up strategy and marketing suite. The website was designed to highlight the building’s distinctive identity, featuring rich photography, thoughtful storytelling, and an intuitive user experience. Print and digital collateral reinforced the brand’s high-end positioning, ensuring that every touchpoint—whether a leasing brochure or an Instagram post—felt consistent and compelling.
Wayfinding and environmental graphics were developed in tandem with Emerick Architects to integrate seamlessly into the built environment. From the moment prospective tenants step onto the property, they are immersed in the brand experience—subtle engravings in signage, lobby visuals, and even textures in common areas subtly reinforce the Almr identity.
Almr has established itself as a standout residential project in Portland, offering a refined, design-forward living experience that is deeply connected to its neighborhood near NW 23rd. The success of the brand is evident not only in its strong lease-up performance but also in its reception by the community. By aligning strong brand strategy with architectural storytelling, Almr stands as a model for modern urban development—where design, branding, and community seamlessly intersect
“Watson Creative demonstrated a genuine interest in our needs and brought their wealth of knowledge, creativity, and research skills to the table. The result was a brand that perfectly encapsulates the essence of our company while also appealing to our target audience in the neighborhood. Their ability to balance creativity and strategy made them an ideal partner.”
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.
