The Row
When L3 Campus secured a coveted location for their next student housing development, they knew it would need a striking debut. Their plans for The Row—a state-of-the-art property in Gainesville, Florida—started years before it would officially open its doors.
With a boom in student housing in the area, finding key property differentiators and positioning in a crowded market is critical when building a powerful brand — and with over 15 years of experience in student housing brand and design, the Together team was uniquely positioned to bring The Row to life.
Beyond a compelling logo and design, crafting the right brand narrative is vital for attracting future residents. We partnered with the L3 Campus team to craft an insightful brand strategy, elegant identity design, and an array of launch materials to ensure a successful brand launch and leasing experience for The Row.
Brand Strategy
Identity Design
Illustration
Animation
Signage
Launch Materials
Perfect location, perfectly positioned
Through stakeholder interviews and competitor reviews, we tapped into the mindset of the target Row resident: leading a dynamic life at the top of their classes, cheering on their favorite teams, connected to Greek life, and pursuing their passions to carve their own future. These savvy students are looking beyond fraternity parties and crammed dorms — they seek an elevated spot to call home during their college career.
Over the course of our strategy process, we pin-pointed key differentiators, explored the brand's personality, and iterated on creative brand ideas. Striking a balance between sophistication and accessibility was crucial — although our strategy was high-end and refined, nothing was too heady or pretentious for the modern student.
The chosen creative brand idea, "Fit to thrive in all directions," offered a nod to the multifaceted student resident who is actively involved both on- and off-campus. Plus, it serves as a subtle allusion to The Row's plans for a Peloton studio — a key draw for students.
Designed for the sophisticated student
Taking inspiration from The Soho Beach House and Marriott's Moxy Hotel collection, we explored with both handwritten and typeset wordmarks to evoke a sense of effortless cool. We intentionally shifted from the University of Florida's signature blue and orange school colors, instead opting for a subtle, elegant color palette. Inspired by this slick brand identity, we then ushered in a cohesive identity for L3's other Gainesville properties: The Row on 5th and The Row on 7th.
An active and animated collegiate experience
Fueled by the sophisticated logo, a collection of illustrations helped to deepen the visual lexicon of The Row by providing a touch of personality and dynamism to humanize the brand identity. Because the property itself was still in its formative stages, the L3 team didn't have access to photography or renderings, so relying on illustrations was an imaginative way to explore the brand's ethos.
Each illustration set spotlights key amenities and differentiators, in a style that is all at once hip, timeless, and compelling. They also emulate future tenants — a girl perched by the edge of the pool wears aviators and bracelets, and hair style choices focused on getting it just right. Once the perfect blend of illustrations were selected, the next step was animating each one for seamless incorporation onto digital platforms, such as the website and social media.
Poised to succeed at all levels
With The Row's official debut over a year away, our focus was preparing the L3 team with the materials they needed for a successful pre-lease and launch. Fence signage for the property's large-scale construction site offered an intriguing glimpse into the future.
Finally, we assisted with social media, brochure, and map designs to ensure that every interaction with the brand was captivating and aspirational — all while driving prospective residents to learn more. The Row pre-leased to 87% within the first month in summer 2021, and officially opened its doors Fall 2022 to welcome its very first residents.
We've worked with the Together team for a decade. Their style is sophisticated and pushes the boundaries of modern branding. We will continue to use Together on all of our future deals!
Jamie Grant / Vice President at L3 Campus
Let’s work together.