Gradient

In early 2023, our soon-to-be dear friends at 36 Degrees North tasked us with renaming and rebranding their organization. As a pioneer in Tulsa’s entrepreneurial scene, 36ºN is single-handedly creating a path for Middle America to find professional success. So when they decided to bring together three campuses under one roof, they needed a brand that conveyed this collective shift from coworking space to the Top 5 Innovation Hub.

The challenge? Reinventing a Tulsa institution that’s helped countless ideas come to life without ruffling too many feathers.

We began by generating hundreds of names, narrowing them down through multiple rounds of presentations and votes. But nothing felt quite right. So, we scrapped it all and brainstormed 220 new names. After refining to 16, then 5, we finally landed on Gradient—a name that perfectly captures growth and connection.

Inspired by physics, the Gradient logomark reflects the movement and evolution entrepreneurs experience within 36°N. Not to mention a color gradient perfectly emulates the blending of their vibrant community. The logo’s concentric rings symbolize the spreading of knowledge.

Since the rebrand, we’ve developed an entire visual identity for Gradient, along with an elevated and user-friendly website that gives them a fresh start in their new space. We loved this project so much that we actually became members and moved into Gradient. If that doesn’t illustrate our passion for projects, we don’t know what will.