Subtext

CDG initially approached my team at Ankrom Moisan for a straightforward rebrand. However, we delved deeper, posing critical questions about CDG's target audience and future aspirations. Through collaborative brainstorming sessions and playful word exploration, we proposed a comprehensive brand transformation. This resulted in the creation of Subtext as their core brand, ASTERIX for student housing, and LOCAL for young professional residences.

Extensive research, including months of interviews with Gen Z and younger individuals, became the foundation for a targeted brand experience. Understanding these future college students and young professionals was paramount – their experiences, needs, desires, and anxieties – to ensure we effectively catered to them. We gathered insights on timelines,events, pop culture references, personal stories, and local trends, translating them into impactful marketing strategies. This comprehensive approach informed every design element, from naming and logo development to collateral pieces, copywriting, interior design, and architectural considerations. My involvement: Gen Z/Millennial research, logo development, brand development, collateral development, PPT presentation designs, mock-ups. Collaborated with Spencer Foxworth on brand names.