The Blue Light

Catalyst was contracted by Wilmorite in December 2018 to complete branding and a custom website for The Blue Light — a student housing development for the Duke University market that also would operate as the first purpose-built student housing property in Durham, North Carolina. Because the development would incorporate luxury, high-end living, smart technology, and concierge services, Wilmorite requested the website reflect the same look and feel. Construction for the boutique-style apartment community began in February 2019 with a targeted opening of fall 2020.

In an effort to learn more about the city of Durham and the Duke University demographic, Catalyst first conducted on-site market research to gather needed data about history, traditions, unique facts/appeal, etc. Catalyst created a unique logo for the Wilmorite-named project that incorporated a contemporary font style matching Duke’s colors, as well as a brand guide and print collateral to promote the new identity.

A custom website was created that used the new brand identity, color palette, and interior renderings as an inspiration point, and conveyed the luxury aspect of the student-focused property. The homepage features a unique floating layout and large property renderings; an airy color palette of navy blue, light blue, and white; as well as several lifestyle images catering to their target audience. This theme is carried throughout the rest of the website, which includes an expansive, interactive amenities page; streamlined floor plan cards; a history page; and a hot spot location map.

The website also includes a VIP form as a way to collect leads and generate interest in The Blue Light while it’s under development. One unique feature of the website is a history page that tells the story behind The Blue Light name, which is a direct nod of honor to the well-known Blue Light diner that catered to Duke students and Durham residents from 1949 to 1974 in the same location as the housing development. As a notable Durham landmark, Catalyst designed the history page to feature a story timeline of old photos and descriptions detailing important events.