In 2016, Milwaukee was on the verge of transformation. With its affordable living, burgeoning creative community, and an influx of young professionals, an intrepid developer took to converting a long-vacant office mid-rise in the heart of downtown into high-end rentals. The challenge was to craft an identity that would resonate with the city's thriving spirit and pay homage to its rich heritage.
Inspired by Milwaukee's beloved basketball team, the Bucks, and the building's previous occupant, Blue Cross Blue Shield, we proposed the name 'The Buckler'. The shield logo draws obvious parallels to BCBS but also symbolizes both protection and safety. It also subtly nods to a family crest, underlining the exclusive sense of community shared by residents and their guests.