TORRE
CREATIVE & DIGITAL MARKETING
STUDENT HOUSING CASE STUDY
STUDENT HOUSING CASE STUDY
FIND OUT HOW
The Client
Torre is an innovative student housing community in Austin, Texas. It is located in the highly competitive West Campus district near the University of Texas at Austin and features unparalleled floor plan variety, smart home technology, modern amenities, and stunning Austin views.
The Problem
The Dream
The Strategy
Naming & Branding
To begin, we needed to create an exceptional brand experience that would speak to the target audience in the Austin student market. Leveraging our intimate knowledge of the West Campus market as well as painstaking market research including student focus groups and secret shopping the West Campus competition, we helped the client team select the name Torre. Meaning “tower” in Spanish, this name would speak to Austin’s multi-culturalism while also offering a nod to the UT Tower which serves as an icon of the university.
Next, our design team got to work on a logo as well as brand guidelines that would bring Torre to life. During this process, bold color blocking, geometric patterns, and a youthful, irreverent, tell-it-like-it-is brand voice came to define the Torre brand’s look and feel. These developments ensured that Torre would stand out from its competitors while also speaking to the no-BS sensibilities of Gen Z.
Next, our design team got to work on a logo as well as brand guidelines that would bring Torre to life. During this process, bold color blocking, geometric patterns, and a youthful, irreverent, tell-it-like-it-is brand voice came to define the Torre brand’s look and feel. These developments ensured that Torre would stand out from its competitors while also speaking to the no-BS sensibilities of Gen Z.
Torre Brand Voice Examples:
Web Development
With the brand identity developed, it was time to establish Torre’s digital presence so that the client team could begin earning pre-leasing leads. To get up and running quickly, we first launched a landing page that could help generate early buzz and provide a way to capture leads. A full website was also launched in tandem, complete with resident portal, floor plan availability, FAQs, a parents page, and more.
While creating these assets, we took special care to incorporate Gen Z-inspired turns of phrase, animated page elements, and custom web design that highlighted the community’s key differentiators. Floor plan variety, townhome-style apartments, furnished terraces, rooftop spaces, and home automation each got extra space to shine through our custom web design, copywriting, and development.
While creating these assets, we took special care to incorporate Gen Z-inspired turns of phrase, animated page elements, and custom web design that highlighted the community’s key differentiators. Floor plan variety, townhome-style apartments, furnished terraces, rooftop spaces, and home automation each got extra space to shine through our custom web design, copywriting, and development.
Print Media
To bring the Torre brand into physical reality, print assets were next on our list. A construction wrap helped take advantage of the visibility of their location just 2 blocks from campus, generating early buzz soon after the development team broke ground. Business cards, stationery, brochures, flyers, and folders were also designed and printed so that on-site leasing experts could start converting leads in their temporary leasing office on The Drag.
Temporary Lease Space Design
While Torre was in development, a temporary lease space with model unit and conversion-optimized, branded design would give the on-site leasing team a place to offer tours, convert leads, and start pre-leasing. We designed custom leasing office graphics and oversaw their installation to ensure that the Torre brand rang loud and clear to all who entered the doors (as well as the foot traffic passing by).
Social Media
An engaging social media presence is a must for any brand with a Gen Z audience. We helped the Torre team set up its Facebook and Instagram accounts and earn followers through strategic hashtag use, intriguing profile and post copy, and brand voice instructions that helped the management team take over confidently from there. As part of these efforts, we initiated a drip campaign teasing the announcement of the new high-rise using the hashtag #eyesupWestCampus in order to generate excitement and intrigue around the new brand.
SEO Content Writing
In order to establish strong website SEO from the beginning, we created a blog for Torre’s website, which we outfit with monthly blogs incorporating excellent on-page SEO to boost their website’s ranking in relevant search results.
Working with Threshold on the Torre brand really set us up for success as we prepare for our Fall 2021 opening! They put so much creativity into our brand creation and every asset along the way, and it shows. We are in love with what this brand has become and are so glad to have collaborated with Threshold to create this completely unique community.
Award Winning!
4 Design Awards
4 Design Awards
Bronze Award for Branding
Silver Award for Website Design
Silver Award for Real Estate Branding
Silver Award for Website Design
Silver Award for Real Estate Branding
MarCom Gold Award for
Custom Website Design
The Results
Our comprehensive and collaborative approach to brand development and creative collateral helped the Torre team hit the ground running and establish a one-of-a-kind brand within the West Campus market.
Not only does the Torre team enjoy the benefits of an iconic brand that’s perfectly tailored to their audience of Gen Z students in Austin but their ability to apply that branding consistently using clear brand guidelines and custom-created assets empowers them to achieve ever-increasing brand awareness as time passes. In fact, Torre already has over 3,000 followers on Instagram prior to opening—that’s almost twice as many as their leading competitors.
And all that awareness translated into signed leases as the Torre team kicked off their pre-leasing season. The client leasing team hit their first major milestone on time to become 50% pre-leased in January 2021. In fact, their one-bedrooms and studio floor plans are completely booked for the 2021-2022 academic year.
Not only that, but Torre is currently ranked second in the West Campus market for most leases signed.
Not only does the Torre team enjoy the benefits of an iconic brand that’s perfectly tailored to their audience of Gen Z students in Austin but their ability to apply that branding consistently using clear brand guidelines and custom-created assets empowers them to achieve ever-increasing brand awareness as time passes. In fact, Torre already has over 3,000 followers on Instagram prior to opening—that’s almost twice as many as their leading competitors.
And all that awareness translated into signed leases as the Torre team kicked off their pre-leasing season. The client leasing team hit their first major milestone on time to become 50% pre-leased in January 2021. In fact, their one-bedrooms and studio floor plans are completely booked for the 2021-2022 academic year.
Not only that, but Torre is currently ranked second in the West Campus market for most leases signed.
