United States

2020

The Lyndon - Brand Identity

Entrant Company

Threshold

Category

Corporate Identity

Client's Name

Asset Living

Sub-Category

Brand Identity

The Lyndon is a student housing property in San Marcos, Texas that officially opened in August of 2019. This community primarily serves Texas State University students and is located in the Springtown District, a new hip area of San Marcos. The team at The Lyndon was eager to turn this brand new property into a big success and generate plenty of buzz prior to move-in. The first step was to nail down a coherent and iconic brand story that would inform all the design and collateral down the road. Together with Threshold, the property team chose a name, logo, and brand story to match as a part of our creative expression process. Building a brand story around the legacy of President Lyndon B. Johnson, who attended Texas State University, would help define a coherent brand personality with tons of creative potential. After initial brand guidelines were solidified, we got to work designing assets that would manifest The Lyndon’s tagline—Legacy Lives Here—and invite potential residents to forge their legacies at The Lyndon. The lease space design for The Lyndon represented a robust opportunity to bring all the elements of the brand story together in one experience. Beginning with the exterior of the building, we needed to capture the attention of TSU students and guide foot traffic inside where the staff could engage them personally. To direct this traffic, we designed a mural that allowed LBJ himself to help us point the way to the lease space, leveraging a larger-than-life image of LBJ pointing to create functional branding that informs while it intrigues. The interior of the lease space also features LBJ prominently, juxtaposing his image and words with lifestyle images of students living at The Lyndon. Rich blue and orange hues were featured prominently to add extra drama to these to larger-than-life photos and highlighted quotes. Our interior design also included a large mosaic mural of LBJ in the lobby and a vibrant area map covering one of the walls that highlighted The Lyndon’s convenient location near TSU and other local landmarks.

Credits

Creative Director, Threshold
Mike Lee
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