Conventional in a Student Area: Westgate on Third (Case Study)

Westgate on Third. That name might sound like a student address (especially given its proximity to IU Bloomington), but peel back the layers of this brand and a compelling strategy is revealed. In a location saturated with collegiate life, Wo3 stood as a conventional housing community ripe with unique opportunity. 

Our mission was to cut through the predictable and connect with the discerning independent student or the ambitious post-grad young professional – individuals craving more than cramped quarters and late-night revelry, seeking a more sophisticated vibe and a more established lifestyle.

Now, enter the additional dynamic of stakeholder vision. Our developer, a creator of enduring, successful properties, held fast to a deep-rooted aesthetic. The tightrope we walked was in forging a brand that not only called to the modern sensibilities of our independent student residents but also served the developer’s established taste.

Setting the Stage: Research

First: a deep dive into the project’s essence. This research helped us pinpoint key strategic considerations:

• Location: “Westgate on Third” offered immediate recognition, thanks to its connection to the well-known, student-beloved 3rd Street. Our strategy was to leverage this familiarity while clearly positioning its quieter, more residential west-side location.
• Pinpointing the Ideal Resident: Our ideal resident profile moved beyond the undergrad. We envisioned a cohort of young professionals alongside discerning graduate students ready to embrace a more refined, less party-centric lifestyle. The unit mix, leaning towards studios and one-bedrooms, underscored a commitment to those who valued their independence and personal space.
• Addressing a Market Opportunity: We identified a clear demand for high-quality, upscale apartments independent of the student scene. Westgate on Third was the answer, offering elevated amenities and a refined atmosphere in a convenient location, appealing directly to those transitioning to a more established lifestyle.

Demographics and Psychographics

Next: A deep understanding of the market’s nuances. Key insights illuminated our strategy:

• Demographics: The local area presented a significant segment of younger, well-educated individuals, perfectly aligning with our target resident profiles.
• Resident Mindset: We explored the lifestyles, values, and attitudes of our potential residents, shaping a brand personality defined by intelligence, sociability, and approachability.
• Generational Currents: Recognizing the influential presence of younger generations was critical. Their emphasis on individuality and digital engagement directly informed aspects of our brand communication strategy.

Crafting the Brand Identity

Creating the Westgate on Third brand was a strategic process of marrying our vision with the developer’s established preferences.

• The Logo: A delicate alchemy: the developer’s preferred timeless elegance subtly infused with modern energy, hinting at the vibrant community within.
• The Experience: A compelling narrative of sophisticated living that pulses with approachable, youthful energy. 

The result? A magnetic, modern draw for independent students and young professionals nested within the developer’s established brand, building trust and familiarity.

Creating Resonance

Westgate on Third’s brand strength lies in its alignment. By deeply understanding the target resident, respecting stakeholder perspectives, and grounding our creative choices in market understanding, we crafted a brand that resonates with the intended audience while honoring the client’s classic-leaning preference. This strategic balance is the very heart of effective branding – a strategy that transcends mere surface appearances to forge a genuine connection.