Fieldhouse
Challenge
In the fall of 2021, Convexity Properties, a national real estate investment firm, and Up Campus Properties, a student housing developer with a nationwide portfolio, partnered to bring nearly 900 new beds of student housing to Minneapolis. The development promised an unmatched location and high-end amenities in the heart of Dinkytown. To stand out in a fast-moving market, the project needed a distinct, bold brand identity and marketing strategy to capture the attention of students and drive leasing momentum, highlighting the building’s location and amenities.
client
Fieldhouse
INDUSTRY
Real Estate & Development
SERVICES
Branding
Creative direction & design
Marketing strategy
Commercial printing
Digital marketing
Solution
Working closely with Convexity Properties and Up Campus Properties, we built a brand system designed to cut through the noise and connect with students making fast leasing decisions. We started with a dynamic name and visual identity that reflected the energy and community spirit students sought. The brand needed to show up everywhere, so we extended it throughout every touchpoint across stationery, signage and sales collateral. To drive urgency, we launched a targeted marketing campaign that highlighted the prime location and premium amenities while positioning Fieldhouse as the clear choice for students looking to make Dinkytown home.
Bring It Home
Fieldhouse established itself as the go-to student housing option in Dinkytown, cutting through a crowded market with a clear identity and targeted messaging. Students responded to the energy and authenticity of the brand, and leasing momentum built quickly. From visual identity to campaign execution, every piece worked together to position Fieldhouse as the place students choose when they want to Bring It Home.
