Catalyst team members visited the market to perform student intercepts, tour competitors, and tour the campus for a better understanding of what students are looking for in their housing search. It was found that traditions and pride are paramount in Knoxville, and the new name, The Knox, was indicative of both. Additionally, the logo was created with colors similar to that of the school to further emulate their values and traditions. After developing a new name, logo, and signage for a temporary leasing space, Catalyst helped to promote a grand opening event and establish a VIP list of prospects. Visitors to the property were invited to a temporary landing page that had been set up, and by joining the list, visitors earned a chance to win free rent for a year at the property.