BRAND IDENTITY • BRAND STANDARDS • ENVIRONMENTAL GRAPHICS • COLLATERAL • WEBSITE


The Crossing at KU will be a dynamic addition to the west side of the University of Kansas campus, bringing together academia, citizens and visitors to seed innovation, spur curiosity and strengthen the entire Lawrence community. Willoughby was engaged by the KU Endowment and subsidiary, The West District Improvement Company, to create a new brand identity and communications system for this mixed-use development made up of retail, dining, living and working spaces.

The Phase 1 launch of the new identity was designed to work across digital channels and on construction signage to create awareness and excitement with the development’s large stakeholder group as the vision becomes a reality.

The Crossing at KU - Website
The Crossing at KU - Social Media

The Jayhawk-inspired palette, accented with a library of patterns and the playful use of the @ mark, creates flexible opportunities with both design and copy to attract new business, new tenants and new consumers to engage with the project. The design language will transition to more permanent environmental applications and consumer facing communications as the construction progresses.

The Crossing at KU - Business Cards
The Crossing at KU - Street Sign and Cups
The Crossing at KU - Construction Signage
The Crossing at KU - Bag and Billboard