fountain residential
The Vanguard
Brand Strategy
UI/UX
Naming
Copywriting
Creative Direction
Brand Identity
the opportunity
Create a student housing brand inspired by the surrounding innovation district and campus culture.
the strategy
Build an identity that reflected ambition, curiosity, and progress.
the brand
Develop the name, identity, website, and supporting marketing materials.
the outcome
Position the property as a destination for students preparing to shape what's next.
The Vanguard name is a tribute to the visionary spirit of the University of Cincinnati. Rooted in the motto "Next Lives Here," our mission is to forge a brighter future by harnessing the transformative power of creativity, ingenuity, invention, and inclusion. The University of Cincinnati boasts a storied history of remarkable achievements, and The Vanguard honors these triumphs while nurturing the next generation of groundbreaking innovators.
The Vanguard branding pays homage to the industrial heritage of the region, drawing inspiration from the metal industry and nearby railroad yards. The "V" in the name represents the convergence of two tracks, symbolizing unity and progress, while subtly incorporating the intricate workings of cogs and gears. The color palette mirrors the raw beauty of industrial materials—think the warm hues of brass, the weathered patina of copper, the solidity of stone, and the steely determination of blue steel.
