The Dianne

The Dianne offers boutique apartment living in the heart of Portland's Pearl District. 


In collaboration with Ankrom Moisan Architects, Think Joule was chosen to develop the brand for the latest project from pioneering Pearl District developer John Carroll, a boutique apartment building named for his wife, Dianne. As with his other developments, this project was personal and Carroll wanted his pride of ownership to reflect in pride of living for the tenants. 



The brand was built on 4 cornerstones identified in collaboration with the architecture team 1. Boutique, individual experiences; 2. Portland's modern take on urban life; 3. Quality finishes and design; 4. Pride of living and connection to historic Portland. Ankrom Moisan developed the core identity including a custom modular pattern which we leveraged to develop specialized print and digital leasing materials.



The Dianne came online in a highly saturated market with a comparatively higher price point and fewer lifestyle amenities than other competitor properties, but offered sophisticated building design and personal, high-touch service. We chose to position The Dianne as the clear apartment choice for those seeking the best of the Pearl and the Oregon experience. 



  • Interactive discovery workshop, resulting in market research and positioning report

  • Tagline, high-level messaging and core copywriting for website and brochure 

  • Prospect postcards 

  • High-end leasing brochure with custom neighborhood map 

  • Temporary exterior signage, construction fence wraps and windmaster

  • Website design consultation and digital asset development 

  • Creative art direction for lifestyle photoshoot with Aaron Lee



The materials created differentiate the project as boutique living that connects residents to individual experiences, reflecting Portland's modern take on dynamic urban life.  



  • Brand Strategy

  • Collateral Materials

  • Copywriting

  • Messaging

  • Signage & Wayfinding


Let's Keep it in the Family