Cross Lake Partners

Building a new brand for a real-estate investment spinoff.

Cross Lake Partners is a real estate investment company spun out of prominent investment management firm, Paulson & Co.

While incubating the new venture, its leadership engaged North Street to develop both the name and visual identity. The directive for both the firm name and new logo was to keep it simple, streamlined, and low profile.

Our role

  • Naming
  • Logo + Visual Identity

The resulting name, Cross Lake, is meant to convey a sense of physical space and is also a nod to the Midwestern roots of its founders. The logo’s simple form is inspired by the letter J in the nautical flag alphabet.

Let's make magic together.

You're a modern and dynamic organization.
It's time your brand caught up.

Let's Do This