Kruseway Commons
PROJECT DETAILS

Multifamily Rebranding

SERVICES

Brand Positioning

Visual Identity

Collateral Design

CLIENT

Cushman & Wakefield

Kruseway Commons

Lake Oswego, OR

Newly Styled. Classically Lake Oswego

Kruseway Commons completed a vibrant renovation in Lake Oswego, Oregon, and was looking to modernize its brand identity to match the new community aesthetics. Located on the major artery, Kruse Way, the community’s name, Kruseway Common, held a positive reputation and strong geographical identifier, so it remained unchanged. However, the existing logo needed to reflect the community’s contemporary makeover and its appeal to young professionals looking to make Lake Oswego home.

To align the brand identity with the new modern aesthetics, Apres Creative revamped the logo using clean fonts and lines, creating a design that evokes nostalgia—reminiscent of a badge you might earn in a national park as a child. This fresh brand identity underscores the prestige and charm of Lake Oswego, often described as being in a Hallmark movie.

Inspired by the lush pines of the Oregon landscape, we incorporated an inner tree into the logo, complemented by horizontal lines representing the lake, the focal point of Lake Oswego. Although our initial instinct leaned towards a deep green palette that paints the Oregon landscape, the on-site team suggested shades of blue to stand out in the typically grey-green climate of the Pacific Northwest.