Catalyst was engaged to rebrand a newly acquired property in the Orlando, Florida market serving students at the University of Central Florida. The property, The Edge, was well liked by both residents and prospects in the market, and had a positive reputation among students. However, the acquisition required a new name and brand.
Catalyst worked closely with the property to get input on name options before ultimately choosing the name, The Verge. This name was a nod to the previous identity, while also elevating the brand in accordance with property improvements planned for the next year. In addition to renaming the property, Catalyst created a new logo, brand guide, website, and marketing collateral; designed signage for the property; and strategized a brand reveal campaign to launch just after move-ins for the fall 2016 semester.