At the intersection of 72nd and Dodge Streets, The Crossroads, previously known as Crossroads Mall, is reimaged to become a vital mixed-use development. RSM Design worked closely with Lockwood Development and Field Paoli Architects to create an environment that celebrates the location and its legacy.
Vision & Narrative
Print & Digital Collateral
Versatile by nature
It was important to the client that the logo be friendly, populist in its appeal and versatile enough to contain office, residential, retail and cultural uses. RSM Design focused on the brand’s principles and identity to evoke and reflect the customers’ sensibility of local culture, a sense of connection, roots in community values, and acknowledges the past and future. Additionally, RSM Design created a selection of new names derived from the original name, Crossroads. The naming studies allowed the client to explore and understand the brand equity of the name and its influence on the brand identity.
Field Paoli Architects