The Blue

Located near Middle Tennessee State University in Murfreesboro, Tennessee, The Blue is a newly renovated student housing development that offers residents top-notch amenities, including a dedicated shuttle to campus and one-, two-, three-, and four-bedroom apartments.

Catalyst was contracted by Emet Capital Management to create a brand guide for The Blue as the cornerstone for a number of projects slated in the near future. Inspired by the property’s name, the color palette incorporated blue cool tones with a pop of red for vibrancy. To complement the palette, a white brick texture adapted from the clubhouse renovations was paired with a sleek blue dot pattern. Imagery selected for the brand guide featured a mix of stunning property photos that captured their renovations, as well as lifestyle photos depicting their active student population.