The demand for off-campus housing at Penn State is growing. Toll Brothers Campus Living, a division of Toll Brothers, Inc., recognized a unique opportunity to bring their premier residential building quality to a new student community near campus.
Having already worked with Toll Brothers over the past few years on other luxury multi-family housing communities, they asked us to partner with them to create an elevated student living experience. Together we set out to bring the energy of student life into branded environments and touchpoints that resonate.
Our approach to designing the student experience was all-encompassing and included brand strategy, brand identity, naming for the property and floor plan types, marketing, interior design and environmental graphic design for the clubhouse, and interior design for the yardhouses.
The process began with extensive market research, followed by a series of interactive workshops that uncovered Toll Brothers’ aspirations and vision for the community. We identified the core purpose of the experience, values, target demographic, key differentiators and the traits that’ll make the brand stand out.
Values that distinguish The Yards:
- Rooted in the past, designed for the future: adapting to the ever-changing world
- Conscious and aware: seeking to do better by positively impacting the community
- Individualistic and energetic: enabling creative expression and collective purpose
- Beyond expectation: striving to stay true to elevated standards and ambitions
Amenities such as a 24-hour luxury clubhouse with a complimentary coffee café, vintage arcade lounge, 3,900 sq. ft. state-of-the-art fitness center, a cardio mezzanine overlooking the outdoor pool area, yoga studio, an indoor half-court basketball court with an open-air garage door, a business center, and a bus route to get to campus not only elevate the experience but exceed expectations for student living.
The Yards at Old State speaks to the energetic, adventurous, and ambitious qualities of the community. The dominant green and navy color palette complement the outdoor spirit of The Yards’ with the school qualities of nearby Penn State. Lifestyle photography in the marketing materials features open-air activities and promotes healthy and active living. Ambitious statements like “All or Nothing” – used in the branding and environmental graphics – encourage residents to chart their own path and live a purposeful life.