The City of Portland is redeveloping their “Old Town” area into a vibrant, family-friendly leisure entertainment district. A place where visitors can shop, dine, stroll and sip. They wanted a name and brand identity that would set the tone for the newly imagined town square and the district that surrounds it. MDR created a lifestyle brand that evokes excitement and festive fun. It also blends seamlessly with their visitor-facing identity also developed by MDR.