Nestled adjacent to Western Michigan University in the vibrant city of Kalamazoo, Michigan, lies the student apartment community formerly known as 700 SoHo. Eager to breathe new life into its identity and resonate more deeply with today's discerning college students while fostering a connection with the esteemed institution it neighbors, the community sought out GTMA's expertise.

At GTMA, I pioneered the Ready-Made Brand Kit, a solution tailored specifically for multifamily clients like this one. This innovative product streamlines the branding process by offering pre-designed brand identities, including logo design, color palette, type pairing, pattern or texture, and branded stationery. Clients select a Brand Kit from a diverse library of options, allowing for a tailored approach that aligns with the unique identity and objectives of each community. The higher tier of the Brand Kit includes additional features such as stock photography and customized messaging, further enhancing the community's ability to communicate its distinctive character and value proposition to its target audience.

By leveraging the Ready-Made Brand Kit concept, GTMA enables clients like this to expedite the branding process without sacrificing quality or creativity. This approach empowers communities to achieve a polished and professional brand identity on a budget that still resonates with their desired demographic, fostering stronger connections and driving long-term success.

DESIGN NOTES:

• The name "The Tate" was chosen in honor of Vernie Merze Tate, the first African American to graduate from WMU, symbolizing a commitment to diversity and excellence.

• The selected brand kit reflects a balance of playfulness and timelessness, designed to resonate with the Gen Z market while maintaining a sense of sophistication.

• The color palette was fine-tuned to incorporate tones of brown and gold, paying homage to WMU's school colors and infusing the brand with a sense of heritage and prestige.

Moreover, The Tate on Howard emerges from this transformative rebranding endeavor as more than just a place of residence—it stands as a symbol of homage to the university's rich legacy and a testament to the boundless potential of its student body. With its refreshed brand identity, The Tate is poised to forge even deeper connections within the collegiate community, serving as a beacon of inspiration and belonging for generations of students to come.