Bright and airy restaurant or cafe interior with large arched windows allowing natural light, beige chairs around small round tables with vases of flowers, large wall art depicting a landscape, and modern lighting fixtures hanging from the ceiling.

The Westerly
Pewaukee, WI

Putting the ‘Living’ back into Senior Living

Logo for the Westernly Pewaukee featuring a stylized letter W and the words 'The Westerly Pewaukee' on a light background.
A stylized graphic of a red-orange pennant flag with white decorative marking, accompanied by the text 'FREE TO BE' inside a dotted circle.
Collection of branded stationery including letterhead, business cards, envelopes, and brochures with a logo featuring a stylized 'W' in navy and coral colors, set against a light blue background.

Completed in April 2025, The Westerly is a landmark senior development set in the heart of Lake Country, Wisconsin that is set to shape senior lifestyles in the region for years to come.

Taking its cues from the grand resorts that once surrounded Pewaukee and its neighboring lakes, The Westerly’s brand and interior identity captures the spirit of freedom and relaxation that comes from time spent lakeside, with strong associations to sailing, fishing and the myriad vacation-oriented activities on the water. 

A logo featuring a stylized flame with cream and orange colors, extending from a circular dashed outline with the words "FREE TO BE" inside.
A logo for The Westerly Pewaukee featuring a dark blue background diamond shape with red accents, stylized red "TW" initials, and white text.
Multiple webpage layouts for The Westerly Pewaukee senior living community, featuring images of smiling elderly people, interior spaces, amenities, and community activities with text descriptions about independent living, assisted living, memory care, and contact information.
Person holding a beige tote bag with the words 'Free to Be' inside a circular dotted line and a red triangular graphic with 'FW' in the middle, and the text 'The Westerly Pewaukee' underneath.
Two beige bottles with dark gray caps, featuring minimalist designs and logos, one with text reading 'The Westerly Pewaukee' and the other with a stylized pennant graphic.
Modern apartment complex named The Westerly, located at 409 Swan Road, with white buildings, red roofs, a parking area, landscaped grass and trees, under a blue sky.
A navy blue baseball cap with a pink stylized 'TW' logo on the front, placed on a light neutral background.

Influenced by the building’s traditional exterior, interior finish selections blend classic architectural elements with a Lake Country-inspired color palette. Textural wallcoverings, graphic textiles and historical imagery further reflect the brand’s bold and nautical-inspired identity.

Interior view of a home with a staircase, wooden railing, and nautical decor. A framed model sailboat on a round wooden table, along with a plant, book, and other decor items. Sitting area with a leather armchair, side table, and a brown vase with a plant. A boat is hanging from the ceiling.
Interior of a restaurant or bar with seating, pendant lighting, a window view of sailboats on the water, and wall art.
Interior of a hotel lobby with a round wooden table in the center, several brochures and papers on it, chairs, and a fireplace area in the background.
A bright room with a nautical theme, featuring a large mural of sailboats on water on one wall. There are round tables with chairs, a model sailboat on the counter, and various indoor plants. The room has a mix of natural and soft lighting, with a window open to a sunny outdoor area.
Elegant living room with a fireplace, plush chairs, a patterned armchair, a round coffee table with a teacup, vase with flowers, and built-in glass showcase cabinets with china, accented by chandeliers and a patterned rug.
Indoor swimming pool area with large windows, lounge chairs with cushions, and patio umbrellas. The pool water reflects the windows and ceiling lights.
A cozy dining area with beige chairs around white marble tables, decorated with small vases of flowers. The walls are painted light green with framed black and white sailboat artwork, and a large window with beige curtains allows natural light. A potted plant adds greenery, and a modern ceiling light fixture hangs overhead.

Naming

Identity Design

Interior Design

Print Collateral
Design

Website Design

Signage Design

Environmental Graphics

Art Curation & Development

Client
Matter Development

Architect
Galbraith Carnahan Architects

Consultant
Justine Bateman

General Contractor
Moore Construction Services

Photography
Ryan Hainey

All Projects