The Cleo needed more than a facelift. Positioned in one of the most competitive student housing markets near ASU, the property was struggling to attract renters with a brand that felt generic and forgettable. I led the naming, brand design and art direction on this project, developing an identity that spoke directly to a new generation of students, one built on energy, individuality and lifestyle appeal. The result was a transformation from a run of the mill property into a vibrant, youthful destination, giving students a real reason to choose The Cleo over every other option in town.