The client, Cardinal Group, purchased three student apartment communities in Tempe, AZ, Arlington, TX, and Reno, NV. These properties were all named Park Place, and the client wanted to rebrand each one to make them distinct from each other and uniquely appealing to the students in each location.
Spoiler: after selecting a name for Tempe, the client also signed on for brand messaging, brand voice guidelines, and website copy, which you can view live right now.
student apartment naming process
We started with the rebrand of Park Place Tempe.
They were looking for a name that represented their bold interior design, high-end lifestyle offering, and the high-energy demographic of ASU.
For a unique challenge, they also wanted a name and branding that made sense for the property’s large, circular monument sign.
The client chose Flare in the first round with no edits.
After Flare, we continued to rebrand Park Place Arlington, then Park Place Reno. These rebrands have not yet been announced in their markets; both were also round-one name selections with no edits (announcement coming soon!).
shayesie 