Through on-site research we found that the vast majority of students missed a place they were proud to call their own.  The name Uncommon tapped into the idea that this new property fulfilled that desire. A restricted logo, allows for the name’s mantra to take center stage, while a bright color palette ties to the leisure lifestyle of the students once classes have ended. Collateral was designed to showcase the assets of the property, including images from the perspective of an actual journalism major. The leasing center design threads the brand through a large open environment.