Client 5 MLK of Gerding Edlen
Role Copywriter, Strategist
5 MLK, previously named Opal, isn't your average place to live, work and play. It's a little spicy — just like Portland itself. We leaned into the city’s unofficial motto, “Keep Portland Weird,” by visualizing how Salvador Dali might design a building. Then we put a sophisticated spin on it. I crafted the verbal identity for the brand, which extended to signage, collateral, naming, and a brand guideline for future executions.
