4770 Ohio Ave S
Ste B
Seattle, WA 98134
info@paxsonfay.com
The Seattle agency draws on modular and geometric forms to create striking new branding for Kirkland Urban, a mixed-use development in King County, Washington.
From the public’s point of view, inner-city development is always a bit of a mixed bag. On the one hand, we all like to see urban renewal and shiny new places to visit. On the other, building them usually involves a lot of noise and disruption, makes it difficult to get around, and seemingly goes on forever. So it’s good to give your fellow citizens a sense that there’s light at the end of the tunnel, so to speak and that it’ll all be worth it in the end.
Branding plays a big part in this, of course. For a great example of how to do it, it’s worth checking out this new identity for Kirkland Urban, a mixed-use development northeast of Seattle, in the city of Kirkland in King County, Washington.
Kirkland Urban is a vibrant extension of downtown Kirkland, bringing together a collection of neighbourhood services, shops, restaurants, and a large public plaza. Located adjacent to Peter Kirk Park and walking distance to the waterfront, it’s been in development for some time: the first phase opened in 2019.
More recently, it was in the process of adding a third building and needed to reimagine its visual identity. So they tapped up the branding studio People People, a Seattle-based, woman-owned branding and interactive firm helping businesses and communities across the Northwest and beyond since 1998.
We loved People People’s work celebrating the diversity of Washington State Parks, and it’s great to see the same skillset applied here to a very different environment.
The client desired a more robust brand system that would capture the development’s unique personality, differentiate it from other projects in the area, and inform the new website and a future environmental signage package.
People People conducted local focus groups to drive their work. During their research, designers learned Kirkland residents sought welcoming environments with spaces designed for shopping, dining and gathering. (That may sound obvious, but if you’ve ever been to a retail park where there’s nowhere to get a cup of coffee or general public space to sit around and chat, you’ll know how important these things are.)
Inspired by their findings and the development’s diverse array of offerings, People People recommended positioning Kirkland Urban as a collection of businesses, spaces and experiences, each with its own character, coming together in one place.
People People created a bright and playful building-block-inspired brand to bring the concept to life. Central to this is the primary logo, which features fully custom, geometric typography. People People gave each letter 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 colour 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.
People People have also designed and developed Kirkland Urban’s new website, which welcomes visitors with lively animations, upcoming events, and an interactive business directory.
The final stage of the project will include a new environmental signage package featuring interactive directories and murals, which is currently planned to roll out in early 2024.
Complementary messaging communicates the concept verbally. “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,” explains People People’s creative director Shannon Palmer. “Catchy, friendly headlines include ‘Walkable, splashable, to-do list check-off able’ and ‘Do all the things, do nothing, do your day.’.
It all adds up to a bright and playful visual identity that reflects the essence of not only Kirkland Urban but the broader Downtown Kirkland area. With a strong fusion of custom typography, modular graphics and captivating colours, the rebrand highlights the community’s desire for welcoming spaces and establishes the development as a unique and dynamic hub.
meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
amy golden
principal
amy@paxsonfay.com
Originally from Seattle, Amy left her home in the Pacific Northwest to attend Fordham University, fulfilling her dream of living in New York City. After graduating with a BS in business administration, specializing in marketing and minoring in economics, Amy began her career in advertising sales at CNN and the Hallmark Channel in New York and LA. However, Amy’s love of writing, design, and connection with people ultimately led her to PR. While finishing her MBA back home at Seattle University, in 2015, Amy cofounded Paxson Fay with her friend and business partner, Tessa, driven by a shared vision to build a PR agency that reflected their values and passions. At Paxson Fay, Amy thrives in media relations and pitch development, enjoying the process of diving deep into each client’s story to craft compelling narratives that resonate with editors and journalists. Amy has a particular passion for architecture-focused projects, and securing SHED’s feature in The New York Times was an especially rewarding moment, as they were her first client. Another major career milestone was helping build out Paxson Fay’s talented team, fostering an environment where young professionals can grow their skills and pursue their passions. Outside of work, Amy loves spending time with her family, chasing after her two little boys, exploring Seattle’s restaurant scene, traveling with friends, and reading.
colby wood
senior account executive
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
paige childs
account executive
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
martina povolo
account coordinator
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
account coordinator
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
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what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
marketing
marketing strategy
brand strategy
project management
partnerships acquisition and management
e-mail blasts
public relations
media strategy
content production
media communications and outreach
awards: strategy, content development and submissions
social
platform strategy and management
content production
targeted campaigns
results + reporting
advertising
advertising strategy
budget strategy + negotiation
calendar management
creative coordination
content
storytelling
copywriting
website and e-mail marketing
video: sourcing, storyboarding and scheduling
photography acquisition + curation
events
event management
sponsorships + partnerships
tradeshow coordination
press tours
clients
Here is a little taste of who we love to work with and what we love to do.