Flats at 374 was being developed as a new student housing location in downtown St. Louis and sought an identity and campaign to introduce the community to the student population. After an extensive audit and demographic breakdown, the naming and identity development process began with an emphasis on modernity intersecting with theme of heritage.
sector | real estate
information | student housing
project | brand creation
role | brand identity designer / art director
authorship | identity design / campaign design / demographic research / brand guidelines
client | campus advantage
consultancy credit | catalyst
IDENTITY
BRAND ARCHITECTURE
With the property being two stories with a very modern and angular feel, the logomark encompassed the side perspective of the facade while referencing the letter 'F' in flats. The entire Flats at 374 brand focuses on the cross-section of modern living and past reflections of the student's journey to university. All the way down to the choices of the typography the constant combination of modern and classic can be referenced at every touchpoint in the brand.
All print pieces were designed to keep the mood very informal and casual. The lifestyle is the most important aspect to relate, while finite details of pricing and lease rates can be hand-written by property managers or leasing agents for a more personal touch.
DIGITAL
All digital and online creative was much more transactional-driven; most media placements were centralized on rental and student websites to introduce the idea of stylish yet affordable student housing for transfer or St. Louis-based students.
