United States | 2022

Noble 2500: Something Better Starts Here

Entrant Company

CA Student Living

Category

Property Strategic Program

Client's Name

Sub-Category

Brand Strategy Campaign

The West Campus neighborhood in Austin, Texas has quickly become one of the most competitive off-campus student housing markets in the country, serving many of the vibrant students attending The University of Texas at Austin (UT Austin). In order to stand out, your community needs a bold brand that resonates with this unique target market. The boutique apartment homes at CA Student Living's recently opened Noble 2500 offer the right quotient of distinctive community amenities and desired apartment features that meet the needs of today’s UT Austin renter- but that alone does not break through the noise. To truly set this one-of-a-kind community apart from countless high-rises and new developments, we needed to create a brand voice that not only spoke to the luxe accommodations but was grounded enough to pique the interest of an audience whose core values are shifting. Our approach included branded digital and print marketing materials utilizing the school's iconic orange color palette, QR codes conveniently directing students to the property's responsive website, and an enticing slogan: "Something Better Starts Here." This short but impactful phrase signifies the enhancement that students will experience not only within the four walls of their new apartment, but the elevated lifestyle and environment in which they will study, socialize, rest, and flourish into the next chapter of their lives. Noble 2500’s brand seeks to find a balance between extravagance and humility. A rich color palette and a refined pattern set help connote a certain simplicity and elegance while maintaining a sense of approachability. The brand’s voice conveys nobility whilst tethering itself to the very real, very practical needs of students in the market. This tension between luxury and accessibility can be seen and felt through the entire branded experience, from social media to the website, through to the leasing office. All this culminates in very tangible and quite remarkable results including an 8.7% online conversion rate and a 4.7 page-per-session average on noble2500.com

Credits

Director, Marketing / CA Student Living
Christopher Bartlett
Director, Marketing / CA Student Living
Meagan de Silva-Lester
Digital Marketing Specialist / CA Student Living
Krissy Gunderson
Graphic Designer / CA Student Living
Lelani Lara
Associate, Marketing & Communications / CA Student Living
Sara Lovelace
2022
Taiwan
TITAN Property Winner - Pinkishness
I.N nail house

Entrant Company

China University of Technology

Category

Interior Design - Commercial

TITAN Property Gold Winner
2022
China
TITAN Property Winner - CHINA OVERSEAS Changchun Jincheng Show Flat
CHINA OVERSEAS Real Estate

Entrant Company

Hong Kong Fong Wong Architects Group

Category

Interior Design - Residential

TITAN Property Gold Winner
2022
Iran
TITAN Property Winner - Shamim Polymer Factory
Shamim Polymer Co.

Entrant Company

Davood Boroojeni Office

Category

Architecture - Factories & Warehouses

TITAN Property Gold Winner
2022
Taiwan
TITAN Property Winner - The Boundlessness Beyond Limits

Entrant Company

Surcreative Interior Design Co Ltd

Category

Interior Design - Residential

TITAN Property Gold Winner