The Franklin IDE

Trainspotters and streetcar-spotters, take note. We named this building, located on the Lovejoy Streetcar Line, for the man who built the nation’s largest streetcar system back when Portland was just a muddy stumptown.

The Franklin Ide celebrates our city’s unique relationship to public transportation. So revered was he, the city shut down the entire transit system in deference to his funeral 100 years ago.While the city can still happily ride transit during the building’s opening, we reignited the neighborhood’s passion for a historic hero.

His life and legacy appears throughout the building in its interior touches, signage, and leasing collateral. (When Franklin Ide was posthumously inducted into the Beard Club, we knew we’d succeeded.)



To connect with the neighborhood by blending modern design with a rooted history.
We envision a place where people feel inspired yet grounded, with all of NW in arm’s reach.

Modern. Sustainable.  Nestled in NW.

Meet Jonathan and Megan. Dating for four years and living together for three, they’re ready to move up in the world (in a socially conscious way, of course). She just launched an eco-footwear company, and he’s an established graphic designer with an out-of-the-box ad agency. They strive for balance and know money isn’t everything. Their happiness is based on winning their friend’s blind home-brew taste test and mountain biking on the weekends.




  • Brand Analysis
  • Naming & story-finding
  • Brand Architecture
  • Identity (logo + styleguide + business cards + letterhead)
  • Community Outreach Strategy
  • Press Relations
  • Photography
  • Website
  • Events + Grand Opening
  • Interior Branding
  • Property Signage
  • Leasing Collateral
  • Social Media – Facebook, Pinterest, Instagram
  • Welcome Gifts
  • Marketing System Integration

Time to completion
20 months


How did we do?
“The name, the branding, the graphics, and the community outreach on this project have all been very well done, and, I think all together it has done wonders for the CE John brand. Great job!”  – Tom DiChiara, Vice President of Development, C.E. John Company

22% of the 92 units were leased before the official opening day.



Identity (logo + styleguide)

Franklin_Ide_Identity_r1_hi 3.SMALL

Identity (letterhead)

Unit Numbers-CEJN:FIInterior Branding

Leasing Insert Mockup-CEJN_FI

Leasing Collateral

NW Examiner June2012 - SCREENSHOTPress Relations

Photog for website-CEJN_FIPhotography


CE_John_035_webCommunity Outreach Strategy

Websites on Comps-GRM7Website

CE_John_094_webGrand Opening

CE_John_050_webGrand Opening

WGift for website-CEJN_FIWelcome Gifts