Geometric Typography and Modular Graphics
Seattle WA-based branding studio People People has created a building-block-inspired rebrand for mixed-use development Kirkland Urban. Charged with capturing the development’s unique personality, People People designed a bright and playful visual identity meant to reflect the essence of Kirkland Urban and the broader Downtown Kirkland area. With a fusion of custom typography, modular graphics, and captivating colors, the rebrand highlights the community’s desire for welcoming spaces and seeks to establish the development as a unique hub in the heart of the Pacific Northwest.
The primary logo features custom, geometric typography. Each letter has a unique personality as a nod to the many experiences Kirkland Urban has to offer, from restaurants and breweries to salons and clothing stores. Modular, block-like supporting graphics can be used on their own or paired together to form eye-catching patterns. The color palette features an inviting combination of warm and cool hues, including grounding teal, mint green, electric blue, violet, vermillion, bright ochre, and salmon. Over 100 window graphics in these forms and hues are installed around the project site.
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Complementary messaging communicates the concept verbally. People People Creative Director Shannon Palmer explains: “For a memorable, impactful placemaking brand, it is important that both the messaging and the visual brand come from the same foundation and communicate similar personalities.” Catchy, friendly headlines include “Walkable, splashable, to-do list check-off able” and “Do all the things, do nothing, do your day.”
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