scope of services…

  • Branding
  • Advertisements
  • Stationery
  • Leasing Collateral
  • Flyers
  • Banners & Signs
  • Printing
  • Digital Graphics
  • Site Plan Color
  • Copywriting

01 — brand challenges

Icon Plaza needed a strong rebrand in a competitive student living market surrounding the University of Southern California, Los Angeles.


  • Refresh the brand of an existing building with no renovations.
  • Establish a good reputation for a no-reputation property.
  • Use USC colors differently than the competition without blending in.
  • Differentiate the community in the market and carve out a distinct personality from the nearby sister properties.

02 — brand solutions

The Icon brand perfectly balances excitement and academia, an ideal home base for the best years of your life and a place to set yourself up for success.


  • Modern branding and unique patterns transform the commonly used USC red and gold into something unique and iconic.
  • Professional aesthetics establish trustworthiness and bring attention to top-notch amenities and reputable management.
  • Photos and language emphasize a quiet, collegiate atmosphere close to campus, distinguishing it from other communities.

A big football school, social media campaigns cleverly tie in Trojan pride with #IconOfTroy while taglines like Live Among Icons tap into the LA celebrity vibe. For aspirational students, living at icon is a way to make yourself part of this iconic city. Icon creates engagement and loyalty through a sense of belonging.