The Jackstraw

Naming and visual identity for Bend’s first LEED Platinum multi-family project that that harmonizes green living with an adventurous Bend lifestyle.

Client:

Project Components:

Brand Identity, Editorial Design, Environments

Copywriting & Naming Strategy:

Thomas Mccraken

Architect:

Situated next to The Box Factory in downtown Bend, Oregon, The Jackstraw, developed by Killian Pacific, is Bend’s first LEED Platinum multi-family project. The 313-unit residential property is a mixed-use development that aims to harmonize with the character of Bend while pushing the city’s landscape forward through artful design, sustainability, and positive social impact. The Jackstraw’s proximity to the Deschutes River, and the many outdoor recreation opportunities in Central Oregon, presents a prime location that invites residents to live at the crossroads of Bend and all things adventure.

Killian Pacific tasked us with naming and establishing an visual identity and strategy for the property that expresses an authentic Bend lifestyle. Our work needed to be shared and embraced across future design partners including signage, print and digital lease up marketing initiatives for both retail and residential initiatives.

In logging—an industry essential to the foundation of the city of Bend—Jackstraw describes a collection of felled trees. We chose this word not so much for its literal definition as for the sentiment it evokes. The name has a historic richness, suggesting a sort of rustic and rural origin, but with just the right amount of sophistication and independent spirit. It’s strong and memorable with a slight playfulness that keeps it unpretentious—all traits perfectly suited for the culture of Bend. Metaphorically, it can be interpreted to represent a place where residents come together, gather their collective energy, and prepare to set off on the next great adventure.

The Jackstraw site is located at the former lumber storage area of the original Brooks-Scanlon Box Factory. The Factory produced shipping containers for a broad variety of goods that were often transported by train. The stencil based typography for The Jackstraw plays homage to this industrial heritage while the details and drawing style of the letterforms points to a more contemporary expression.

The architecture team at SERA introduced the concept of a woonerf, Dutch for living street, to be shared by pedestrians, bicyclists, and low-speed motor vehicles. This dynamic streetscape will link the existing Box Factory with Jackstraw and present the ability to close a section of Lava Road, between the two properties, for events, concerts, markets, and more.

Stencil letterforms have an inherent industrial quality through their utilitarian applications. Historically, stencils were hand cut and applied which is a direct nod to the human craft side of The Jackstraw story. Our perspective on the identity was to bring this functional story forward.

The color palette for The Jackstraw was directly inspired by the Bend environment. The dense pines, rocky calcite, and dusty turf all played a role in defining a concise palette that is both warm and modern. The punch of the accent orange adds a layer of industrialized sensibility to the various touch points.