WELBY

Positioning, Naming and Overall Brand Identity

Welby is a Live/Work Space in downtown Portland.

Welby moves the local point of view into a global one both culturally and artfully and influences a new standard for design. For its residents, Welby provides an elevated living experience for design-minded people who want to live well and settle in to the Pearl District neighborhood. For its office workers, Welby provides a wellness-inspired work environment that becomes a calm space for the clever mind.

Welby is honest, calm, and clever.

It moves the local point of view into a global one both culturally and artfully and influences a new standard for design.

5 diagrams derived from 5 tenets of wellness—nature, community, life, movement, and work become Welby’s expressive elements. Designed to operate independently and together, they are open-ended in their interpretation, each showing different degrees of movement.