Archive for the ‘The Naming Process’ Category

One week in.

07.10.09

It’s been a pretty lively first week here at pdxnamethatbuilding HQ. Colbert Nation has not taken the bait so far, but Billy Mays has been thrown into the mix—got to have a few celebrities. This kind of attention, of course, is not a big surprise. What might surprise visitors is that we are inviting almost everyone in. We are hand-screening the name submissions and only deleting things that are truly mean-spirited or obscene. Everything else gets in for consideration. You never know where the best idea may come from.

We’re all really chuffed to see that people are suggesting a wide variety of inventive names and are taking a legitimate interest. The site has been visited by people from all over the U.S., plus the U.K., Canada, Australia, and Germany. We’ve had over 6,000 visitors to the site, and the name submissions keep coming in. Not bad for one week! Thank you.

Our hope for this site is to show that there are real people behind this building who are committed to making Portland an even better city. But, it’s the people of Portland who will decide what the West End will become and how it will be used. We’re just hoping to start a conversation.

In the coming weeks and months we’re going to host a series of events in and around the building. The building’s first tenants, Zimmer Gunsul Frasca, will move in soon, and we’ll start leasing apartments shortly after. The views from each apartment are amazing. The whole team is very excited to see it coming together. Please stay tuned for more news!

What’s in a Name? (or, Tips for Finding a Winning Name)

07.02.09

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Whenever we need to name a building, we go through an intense process of gathering together a list of potential candidates, putting each possibility up against a specific criteria list. On top of that, we work out the functional opportunities each top choice might offer—vetting them against the competition, investigating possible web domain and signage applications, and so on. Believe us, it is no small matter to put a mark on the city we love. So with that in mind, here’s the general thinking behind naming a new building:

1: Does it reflect the qualities of the building’s architectural design?
The building is an elegant, progressive intersection of activity. A bridge between the Pearl and the park blocks, the building is a unifying, connecting catalyst. With its transparent and translucent facets, it forms both a visual and auditory connection between interior and exterior, between the street and the space above. From the inside looking out, and the outside looking in, people living, working, and playing will activate all aspects of this building. A true 24/7 concept space, the building will maximize energy efficiency. The connectivity between people who live work, shop, and dine in the building—and visit the vibrant West End—will create a truly exciting community. Shimmering glass and steel, deep blue and rich silver, it’s Portland’s newest landmark.

2: Does it reflect the qualities of the building’s interiors?
Throughout the building’s interior, fully-operable windows offer superior indoor air quality, and high-efficiency window glazing lets in the sunlight in the winter and keeps out the heat in the summer. Revolutionary climate control features use chilled beam piping in the ceiling to cool the interiors, and displacement air in the floor for even, efficient heat. And naturally sustainable materials—such as bamboo cabinetry—bring the living environment into the mix.

3: Is it appropriate to the neighborhood?
The building is poised at a crossroads—connecting the authentic, urban West End neighborhood with the galleries, eateries and entertainment of the Pearl,  Northwest and downtown. The neighborhood has a strong history and is geared as one of Portland’s most exciting, emerging places to be. Only blocks from MAX, the Streetcar, and TriMet bus routes, as well as Interstate 405, all transportation options are right outside the door.

4: Is there a depth of meaning? A back story?
There should be something more to the name than simply marking a place. We look for a background narrative, something that relates to the space, makes a connection to the people and the energy surrounding it. There should be layers of meaning and concept that make multiple connections.

5: Does it stand out in a unique way?
We don’t want to just stand in line. We want to stand apart. We want to make sure the name is not already in use in a similar way, so as not to confuse. Clarity is key. And it would need to work as a web address. Because in the end, the unfortunate reality is that the name has to function in our increasingly online world.

6: Does it sound nice to say? Will it work in conversation? Does it function as a name?
We look for names that are memorable, clear, and easy to spell and say. And we look for it to pass the “I live at the __________” sociological test.

7: Is it appropriate and relevant to Portlanders?
This is where you come in. Let us know. We’re all Portlanders ourselves, but we could use your input. Let us know what you think.

Why are we doing this?

07.01.09

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The idea came to one of us early in the morning before dawn. We’d been hired to do the first phase of marketing for this amazing building at the intersection of 12th and Washington Streets. After meeting with the architects, developers, and investors to learn as much as we could about the design of the building both inside and out, the character of the neighborhood, and the profile of the people who’ll live and work in the building, we set out to give it a name.

One of the core principles that the design and development team stressed continually was authenticity. The West End neighborhood has a diverse and edgy personality, and it was important to preserve and enhance that quality throughout the process. Another key principle was the desire on the part of everyone involved to have a collaborative process that ensured the best of all ideas would be able to surface and thrive. Collaboration is one of Portland’s great qualities, and it forms the bedrock upon which the city has grown—and grown well.

Portlanders have a long history of engaging one another about the issues surrounding the kind of city we live in now, and what kind of city we want in the future. These conversations are not always easy, but they are increasingly the thing that differentiates the incredible livability of this city compared with so many across the country.

Fast forward to a moment before dawn when the path for naming the building became clear: we should ask the people of Portland for their help: Portlanders, whose thoughtful, imaginative and creative intuition and thoughtfulness would reveal a clear, authentic voice. We wanted Portland to take a seat at the table, add their two cents into the mix, help come up with an authentic name for a building that, as the first mixed-used building in the nation to seek Platinum LEED certification, will be a sterling example for cities elsewhere.

So that’s the story, and we’re hoping you will jump in and join the conversation. Let us know what names you like, and what names you don’t think make the cut. Throw your own creativity into the mix and see how it measures up in the eyes of your fellow Portlanders. We’re listening, and we’re glad you’re talking.