ION
A brand built for those who live up.
CHALLENGE
Because Scion’s off-campus student housing properties aren’t all built the same, they needed simple, strong brands that tell the unique story of each type to their target audience.
SOLUTION
This audience is plugged in and turned up. We developed Ion to give these trendsetters a place that meets them on their level — by welcoming people who want to live at the center 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.
For Ion, it's all about exposure. Which is why the brand expression delivers on the concept of exposure through various photographic techniques — double exposure, complex layering that deepens our stories and light-bleed. The people who live Ion are being exposed to new people, a new place and ideas, which the brand reflects.
A confident and bold typographic design that reflects the timeless style of the trendsetters who are used to living at the center of it all.
Negative perception threatened to overshadow the Ion rebuild and rebrand. We led an intense three-day concepting and strategy session with stakeholders, and then transformed the brand's presence in the building and perceptions among employees and residents. Expectations were high, and the experience Ion delivered was right on point.
After rethinking the brand presence in the building, we began thinking about how we can reposition the brand in the community. To shift the local Ion narrative from "what's happened" to "what's happening," we created a multichannel campaign called "What's next." It's all about defining new, experiencing more, thinking (and living) differently — the Ion way.