Your Front-Page Lifestyle

visual Identity, Collateral Design, art direction

I led the creative direction and visual development of a "news-worthy" campaign centered around the student move-in experience, defining the visual identity and assisting in the creation of a comprehensive collateral kit.

Student residents, particularly Gen Z, are known for overconsuming online information, which can often feel out of control. As digitally native individuals, they are highly attuned to trends and aesthetics and expect brands to meet them where they are. At move-in, communities needed to make a strong first impression and create a sense of belonging and positivity, ensuring students felt confident in their decision to live there.

copy:
Sabrina Hayes

design support:
Hanna sperber

art direction:
chantelle ward

Solution & Result

We developed a campaign that reimagined traditional news media by empowering students to "take back the headlines" and write their own stories. With a nostalgic nod to the neighborhood bodega, the campaign created a visual and emotional space where residents could feel at home. The assets were designed to be editable by onsite teams and have longevity throughout the leasing cycle.

The campaign delivered an immersive and memorable move-in experience that made students feel seen, empowered, and connected. It reinforced their decision to live in the community and encouraged them to engage with their environment in a positive, personalized way, ultimately strengthening brand perception and resident satisfaction.

Next Project

Margaux Midtown