This is a organization formed from the Mace Group and a developer, Alternative developments.
Working from acquired land in an area of London, the company is constructing a development which features premium student accommodation, and a commercial offering modeled on a period Victorian warehouse conversion. With students looking for higher than the average halls of residence, they are able to customize their surroundings to match their requirements. Because of the exclusive offering and measured move away from the “party and beers” culture, the brand needs to attract well off students. The brief was to create a bold brand that links the unique benefits of the development, creating the idea that this development is more desirable than the product offered by competitors.