From Syracuse to Everywhere
Client: PeakMade
PeakMade needed proof of concept. Could they build boutique student housing that scaled to every college town in America? The answer was in the brand architecture.
We created Theory—a name academic enough for parents, lifestyle-forward enough for students. The identity system was built for replication: hand-lettered logotype, bold color blocking, candid photography, and messaging around "theories" of having it all. Same visual language, different regional accent.
The brand did what it was designed to do. PeakMade rolled it out to Georgia Tech, University of Washington, Wisconsin-Madison, Cornell, and more.
Being a college student can feel like a balancing act. You want to pass your classes and you want to have fun. You want to be independent and you want to live close to your friends. You want to please your parents and you want to please yourself. We offered the theory that living in an apartment that has the right personal space, the right social areas, and the right location affords you the best college life.
Theory Syracuse opened Fall 2018. Students renewed, reviews hit 4+ stars, and the brand showed it could flex without breaking.
