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Expressing the difference between just another dorm and becoming a sought-after living experience.

Context:

Strategy:


Scion

Because Scion’s off-campus student housing properties differ in design, amenities, and resident experience, a one-size-fits-all approach to branding wouldn’t resonate. We developed clear, distinctive brand identities for each property, tailored to highlight their unique attributes and appeal directly to their target audience.

“We’re working on how we stay true to the voices of our brands, to keep communicating in ways that are thoughtful, responsible and relevant.”

Lauren Merritt, Vice President of Brand and Experience, The Scion Group

Before

Guided by strategic insights, we focused on three core personas, each informing a distinct design direction.

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Process & Sketches

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After: Trendsetter

Logo

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Reversed logo and Photography Direction

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Various Poster Designs

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After: Free Spirit

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Logo for Mt. Ridge Location

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Swag and Poster Design

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Various Location Logos

After: Go Getter

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Results

Scion's brands have seen a significant improvement in their online reputation scores thanks to a higher volume of positive reviews. In some cases, these scores have jumped by as much as 10%. 

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