SQ5 | Placemaking

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Objective: Lease up a new 25-story student housing tower adjacent to the Georgia Tech campus.

Approach: The SQ5 brand and "Are You an SQ5?" campaign built excitement and created an air of exclusivity and scarcity. Positioning SQ5 as Atlanta's hub for entrepreneurship and tech research, we targeted student innovators as the first generation of an SQ5 community that would change the world. Results: Building was entirely leased in four months. Rental rates were raised six times during that period.

Scope: Research, brand strategy and positioning, name, logo, visual system, campaign microsite, web site, social media, events, activations, signage, printed collateral