Spaces, a student housing property management company, contracted with GRO to develop the identity for a new student housing community in Tuscaloosa that was set to be completed in 2020. The community’s close proximity to Bryant-Denny Stadium, sorority row and the all-girls freshmen dorm Tutwiler made it an easy choice to name the property The Walk.
The identity needed to cover all of the attributes of the property and speak to its target audience. GRO decided to go with an identity that projected a bright, high-quality, modern, posh, fashionista type of feel.
The project was a success. Not only did the identity make a positive impact on students from a marketing standpoint, but several of the brand elements were used throughout the interior and exterior design of the property.
The Walk ultimately achieved optimal leasing results in its first year and went on to win the Student Housing Business Innovator Award for Best New Development (under 400 beds).