Axletree is an in-development ground-up multifamily residence in the charming new hotspot of Milwaukie, Oregon, home of the Bing Cherry. Set to deliver in 2019, the site marks a time of change and motion in the area, and Guardian Real Estate Services brought us on board to help capture that notion in its stunning new luxury apartment development. We chose the name ‘Axletree’ as both a literal representation of a bar connecting two opposite wheels of a wagon and as a metaphorical representation of the building and city as a vehicle for a new life stage.


In the historic city of Milwaukie, OR a charming locale for those looking to escape the spendy rent and frenetic growth of nearby Portland.

Asset Class

This new, luxury multifamily residence delivering in 2019 is sure to be one of the area’s most popular buildings.


Guardian Real Estate Services came to us for help branding and marketing their exciting new multifamily development in this high-potential, high-charm town.

Brand Strategy

Brand Positioning // Logo Design

Axletree is a pioneering new luxury apartment development in Milwaukie, Oregon. We fell in love with the charming, historic city, and delighted in its status as home of the Bing cherry and home to early Oregon settlers with heavily laden wagons. Most importantly, Axletree is being built on the former site of a beloved local business, Bernard’s Garage, inspiring the strategy and name.

Campaign Strategy

Campaign Modeling // Campaign Plan

Axletree is a ground-up development set to deliver in early 2019, and the client wanted to set a data-driven campaign plan that outlines key goals, objectives, dates, and KPIs required to monitor to achieve success. Leveraging our proprietary multifamily campaign performance benchmarks, we created a realistic, actionable plan and set of metrics to target.

Design and Content

Creative Direction Consulting // Brochure // Neighborhood Map // Construction Banners // Exterior Signage // Lifestyle Image Library // Event Concepts

When you’re a disruptive product in an emerging sub-market, you need to stand out from the crowd with your campaign materials. We created a modern brochure with a twist of small town charm, focused on featuring all there is to do, see, eat, drink and enjoy in only-now-being-discovered Milwaukie. We also created lifestyle-oriented construction banners and striking exterior signage to ensure it’s noticed by all.

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