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Rebranding Lloyd: A Catalyst for Urban Renewal
The Lloyd District has long been a commercial hub, but its potential was stifled by aging infrastructure, underutilized spaces, and a lack of cohesive identity. Watson was brought in at a critical moment, aligning developers, businesses, and sustainability leaders under a unified vision. By crafting a new brand identity and strategic development narrative, we helped position Lloyd as one of the nation’s most successful urban revitalization stories.
Central to Lloyd’s transformation was its designation as an EcoDistrict—the first in Oregon and only the seventh globally. Watson worked closely with Lloyd EcoDistrict to establish branding and storytelling that would communicate its commitment to equity, resilience, and climate protection. The district became a model for sustainable urban development, demonstrating how green building initiatives, multimodal transportation, and renewable energy integration could redefine a community.
The branding for Lloyd drew inspiration from one of Portland’s most recognizable landmarks—the twin glass spires of the Oregon Convention Center. The “L” shaped mark echoes the architectural elements of the district while symbolizing movement and progress. Paired with a refreshed visual identity and wayfinding system, the brand provided a cohesive framework that helped businesses, developers, and city planners align under a shared mission.
Over the past decade, the revitalization of the Lloyd District has attracted major investments, new high-rise developments, and a surge of interest from businesses and residents alike. Our work helped establish a brand that developers could rally behind, leading to transformative projects like Hassalo on Eighth, Oregon Square, and the Red Lion’s reinvention into the upscale Hotel Eastlund. Watson’s contributions have left a lasting imprint, positioning Lloyd as Portland’s most progressive and future-focused district.
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.
