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.

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.

The success of the naming and branding secured additional future work with the client, including a bus wrap that featured the rebranded design elements and complementary lifestyle imagery.