Catalyst was engaged to develop a brand for a student housing property under construction in College Station, Texas, that would serve students at Texas A&M University beginning in fall 2015. Catalyst team members conducted a site visit to gain further understanding of the marketplace and the development, and found the property being built would offer a new product to the marketplace that otherwise did not exist. Townhome units with their own backyard and two-car garage are necessary in College Station, where the majority of students bring their own vehicle and having their own outdoor space is strongly desired.
After conducting further research on the student demographic and university traditions, Catalyst branded the property as The Revelry, a name that resonates with both students and alumni in the area by evoking a sense of old-time celebration and festivity. It was important to select a name that would resonate with alumni as well as current students because a select number of units at the property would be available for purchase while the others would remain for lease.
To begin leasing efforts immediately, Catalyst developed a website showcasing all of the features at the property and a live countdown until the leasing office opened. Additionally, Catalyst prepared traditional collateral such as brochures, sales sheets, direct mailers, and email templates, as well as items necessary for the site such as construction signage.
Creative for The Revelry branding also included naming, a tagline, a logo, a mood board, a brand guide, a paper system, social media collateral, and email campaigns.