The 20-townhome development is named after a streetcar from the early 20th Century that ferried passengers from the the thick air and crowded quarters of downtown Milwaukee to the leisure pursuits of the North Shore.

The identity and associated visuals build on a sense of nostalgia, but remain true to the colors and textures of the streetscape today — oaks, maples, elms, lindens, and their shifts in hues through the seasons.

The result is a sophisticated visual framework to reflect the higher end of the market the development will occupy, but without losing the familiarity and village flavor of the neighborhood.