Anchorline Partners | Lowell, MA
Connecting the Campus Dots
Starting with the brand strategy and repositioning of Cross Point, LLM developed a dynamic experience from outside to inside. Whether it’s the bold exterior signage, large social spot of Fuel, the rowdy game room of Flex, or the contemplative benches in the thoroughfare, Cross Point is most definitely a campus for the next generation. Within 6 months of renovations being completed, Kronos chose Cross Point as its new HQ, leasing over 435,000 SF.
Branded Interior Spaces
The brand concept was developed to inspire creativity by designing interesting, unique common spaces available to all. Creative direction is a mix of distressed vintage (borrowing from the local mill aesthetic) and clean modern, with bold graphics that engage visitors from the very beginning of their journey through Cross Point.
The new Cross Point brand, introduced first through the exterior signage, embodies the transformation of the property and exhibits a connected, interactive, and energetic feel. Vibrant yellow-orange colors are interrupted by intersecting lines that create a graphic shape similar to a map marker implying “You Are Here.”