The Rowan

Catalyst was contracted by Emet Capital to complete a rebranding of a townhome-style student housing property called The Southern @ 1051 in Columbia, South Carolina, which targeted the University of South Carolina demographic. The new management/ownership requested the rebranding be clean and modern, but also wanted to stand out in the market.

The first step in rebranding was to select a new name. Catalyst chose The Rowan, which captures the essence of the USC Gamecock spirit. With “rowan” meaning a variation of the color red, this sturdy name serves as a nod to the university’s color palette of garnet, black, and white.

Catalyst created a unique logo that incorporated contemporary font styles, colors, and textures. To parallel the main garnet brand color, a broad secondary palette of yellow, teal, mint, navy, and off-white also was included. In addition, bold stripes and geometric patterns round out the brand, achieving the eye-catching look the client requested.

To promote The Rowan brand in the community, Catalyst used both digital and traditional media, including a custom website, a brochure, a sales sheet, a handout, a paper system, social graphics, and social media marketing. The success of the naming and branding also secured additional work with the client, including a bus wrap that featured the rebranded design elements and complementary lifestyle imagery, and a CapEx campaign to promote property renovations.