Project Overview
Gateway 737 is a student housing development in Columbia, South Carolina, tailored specifically for University of South Carolina students. Designed to fit seamlessly with the lifestyle of busy college students, Gateway 737 offers vibrant community spaces, convenient amenities, and an unbeatable location near campus. Named after the nearby Greene Street Bridge, Gateway 737 symbolizes connection and accessibility, echoing its role as a central hub for student life. I was tasked with creating a complete brand identity, including the logo, brand guidelines, stationery, website design, leasing space office, and exterior signage. The goal was to position Gateway 737 as the premier choice for student living in Columbia, SC, blending style, comfort, and practicality.
Scope of Work
Logo Design
Brand Guidelines
Stationery Design
Exterior Signage
Website Design
Leasing Space Office Design
Balancing a high-end aesthetic with a youthful, approachable tone to appeal to both students and their families.
Creating a cohesive identity across digital, print, and physical environments while ensuring practicality for each medium.
Designing a website and leasing space that highlights the property’s amenities while simplifying the decision-making process for prospective tenants.
Challenges
Design Solutions
The Gateway 737 logo reflects the brand’s vibrant, youthful energy and practicality. The typography is modern and approachable, while the design incorporates dynamic geometric elements symbolizing movement and connection—key values for a student community. The name, inspired by the Greene Street Bridge, underscores the importance of connection and accessibility.
Brand Identity and Guidelines:
The brand identity emphasizes a modern, aspirational aesthetic to appeal to the target audience of university students and their parents. Key elements include:
Color Palette: A vibrant mix of blues and burgundy to convey energy, optimism, and reliability, complemented by neutral tones for balance.
Typography: A clean sans-serif typeface for headlines paired with a friendly, approachable secondary font for body text, ensuring readability and professionalism.
Graphic Elements: Subtle use of line patterns and arch shapes, as well as the “737” motif to create visual interest and continuity across brand materials.
Stationery Design:
Custom-designed stationery, including business cards, letterheads, thank you cards and envelopes, maintains brand consistency while offering a polished and professional look. The cohesive design reinforces Gateway 737’s identity at every touchpoint.
Website Design:
The Gateway 737 website was designed to provide an intuitive, visually appealing experience for prospective tenants and their families. Key features include:
Responsive Design: Ensuring optimal usability on all devices.
Interactive Features: Filterable and detailed floor plans and Google Maps plug-in with hotspots help users explore options and community from anywhere.
Optimized Content: Easy-to-navigate sections showcasing amenities, location benefits, and leasing information.
Leasing Space Office Design:
The leasing office is an extension of the Gateway 737 brand, designed to create a welcoming and engaging atmosphere. Key features include:
Branded Interior Elements: Incorporating the color palette, logo, and graphic elements into wall graphics, signage, and decor.
Functional Layout: Comfortable seating areas, large location map, and clear wayfinding signage enhance the small trailer space.
Student-Centric Aesthetic: A vibrant, youthful design that reflects the active lifestyle promoted by Gateway 737.
Exterior Signage:
The exterior signage was designed to capture attention while aligning with the surrounding environment. Key considerations included:
Prominent Branding: Large-scale signage featuring the logo and tagline to ensure high visibility.
Durable Materials: Weather-resistant finishes to maintain quality and readability over time.
Strategic Placement: Signage positioned to guide visitors and emphasize key features, such as the leasing office. Large featured custom mural by a local artist in the brand colors.
Results
The branding of Gateway 737 successfully positioned it as the top choice for student living in Columbia, SC. The cohesive visual identity, user-friendly website, and engaging leasing space design attracted both students and parents, emphasizing the community’s unique blend of convenience and style.
Key Outcomes:
Increased tenant inquiries and leasing conversions due to the intuitive and visually compelling website design.
Positive feedback on the vibrant, student-focused leasing space office.
A strengthened brand presence in the competitive student housing market, with signage and marketing materials driving community awareness.
What I Loved About This Project
I truly enjoyed the opportunity to create a dynamic and cohesive brand for Gateway 737 that resonated with a vibrant, youthful audience while also reflecting the convenience and connectivity of the development. The integration of digital, print, and environmental design allowed me to think holistically about the brand’s presence and impact. Helping shape a welcoming and inspiring environment for students to thrive in was especially rewarding.