LARK

For serious (but never too serious) college life.

CHALLENGE

Because Scion’s off-campus student housing properties aren’t all built the same, they needed a distinct brand family that reflected the unique story of each of their target audience types.

SOLUTION

Lark is for those who like to work hard but also want to play, so they needed a brand flexible enough to match. Simple Truth created Lark to give these go-getters just enough of everything.

RESULTS

As their national rollout kicked off in 2019, Scion’s team members are more engaged and are using the brand to inform a new way of thinking about operations. They’ve also experienced 6% increase in online reputation scores.

We designed a one-of-a-kind logo inspired by this audience’s spirit animal. The Lark is the only bird that can sing and fly at the same time — the ultimate work hard, play hard icon.

Lark residents don’t mind going to extremes, but they don’t want to live there. So the look, the voice…and the life here is never too wild, never too mild.

From move-in specials to merch, from virtual experience to a housing fair prototype of the real deal, we kept the volume up but the vibe down-to-earth.

Lark’s innate sense of having just the right balance was translated into a style that would bring the brand to life across many different types of communications.

“We’re working on how we stay true to the voices of our brands, to keep communicating in ways that are thoughtful, responsible and relevant.”
— Lauren Merritt, Vice President of Brand and Experience, The Scion Group