Branding Subtext, Local, and Asterix, while researching Generation Z.
CDG to Subtext
CDG came to us at Ankrom Moisan for a simple rebrand and we came back with rooted questions. Who and what is it you are building for? What are their needs? How do you want to shape the future? Through team brainstorming sessions, creative and playful word games, and many action steps, we decided to do an entire re-brand. This birthed Subtext as their main corporate brand, ASTERIX as their student housing, and LOCAL as their young professional residency.
We gathered months worth of research and interviews on Gen Z and their younger counterparts to serve as the foundation of the branding experience. These are individuals going into college and becoming young professionals. We wanted to understand their experience in the world, their needs, desires, and fears—all to be able to serve them correctly. We gathered information on timelines, events, pop culture, personal stories, and local insights, and translated it into effective marketing toward this audience. This work was fundamental to each design piece we carried out from naming, logos, collateral pieces, copy, interior design, and architecture.
Project finalized. Worked with Cody Barnickle, Spencer Foxworth, Daniel, the interior design team, the architecture team, and CDG.