An old neighborhood gets a shiny new statement piece.

In the center of the Northern Hemisphere and the heart of Minneapolis, Latitude 45 transformed a parking lot into a premier renting destination. To develop the name and identity, we headed north to Minneapolis for some face-to-face collaboration with Alatus, ESG and Laramar. We pounded the pavement. We sat and listened. We ate an odd amount of homemade potato chips. It was all in a day's work to immerse ourselves in the culture of Minneapolis, which informed our recommendations and design decisions.

With the 45th parallel equidistant from the Equator and North Pole, Latitude 45 is a fitting name for a project that brings equal parts sophistication and casual comfort to this sweet spot in Minneapolis.

Services: Naming, Identity Development, Website Imagery, Collateral Design