Here for PDX — Cunning Co.

HERE for PDX | Everyone, under one shared roof

Deliverables:

Brand Identity
Membership Badge System
Brand Guidelines
Collateral

HERE started as a referral network for Portland’s independent businesses and grew into something its old brand couldn’t carry. Kenny came to me needing an identity that matched where the community already was: established, proud, and the kind of thing you want to be part of the moment you see it.

You can join the here network HERE!


Shoutout: Kenny asher, founder of here
Here Website: Steven acres, web designer

Discovery Phase

The old logo wasn’t missing warmth. It was missing polish. HERE already felt like belonging to the people inside it, and the brand just needed to say that to everyone else at first glance. I explored four directions and set up a feedback process that let Kenny react to logo, color and type on their own, instead of being pushed to pick a winner too early.

A roof for Portland’s independents

logo

The final wordmark sits on sturdy, classic serifs, with an arc across the top that ties every letter together under one line. It reads like a roof over the community, shelter and unity in the same gesture. From there the system grew into a crest monogram and a set of membership badges (Rooted HERE, Grown HERE, Trusted HERE). They borrow a little from hometown sports emblems, so members can put them on storefronts, profiles and everything in between.

The mission

HERE exists to turn Portland’s independent businesses into a visible, connected community, one that shows its pride and belonging as proudly as it does its work. Every piece of the system is there to make that belonging easy to see.

Kenny Asher

Founder/Owner of HERE for pdx

Tory is a top-notch designer and a consummate professional -- a real joy to work with. He helped me build a brand identity from scratch, zeroing in quickly on my preferences and adapting to my direction without hesitation. His process is clear, well organized and simple to work with. Best of all -- he brings the goods. He has the refined eye and creative flair that we always hope for (but don't always get) when we hand our business over to a brand stylist.