When owner-operator Campus Life & Style acquired The Pointe at South Florida, the property was old and out-of-date, a shadow of its potential. So they teamed up with ABC and architecture firm Box Studios to give this student residence a whole new identity.
Their vision: to transform The Pointe into a luxurious private club experience. Renamed The IVY, it would be a community that inspires a modern, connected, successful lifestyle.
To get there, the all-new IVY needed an immersive, seamless brand experience—from architectural design, to digital presence, to communication strategy with print materials. This new brand would be contemporary, fashionable, exclusive yet inviting.
Since ABC has worked in student housing for so long, we understood the need to strike the right balance—meeting the client's aspirations while still being approachable and relatable to the USF student market. The new IVY brand looked to merge Ivy League prestige with fun, modern amenities that spoke to the connected generation.
ABC gets to the heart of our property brands, translating our visions for the community through amazing design.
With inspiration from the interior design mood boards, ABC created a modern day logo using blackletter styling, a nod to the traditional member club of the past. We built a Communication Strategy that hinted to old school opulence that’s accessible—at The IVY, any student can have it all.
The IVY Marketing Collateral
The new brand gave The IVY a strong head start in leasing. In April 2016, the property hosted an epic name reveal party, showcasing everything it has to offer so students can get a taste of the elevated lifestyle that awaits them.