When a multifamily community goes through a renovation, it's more than just a visual upgrade—it's often the catalyst for shifting goals, priorities, and positioning. That's where brand repositioning comes in.

Red Road Commons in South Miami, Florida, had recently completed renovations and turned to Zipcode Creative for a brand refresh. The goal? Modernize their identity—without a total overhaul—and better connect with a specific audience they were eager to attract: university students.

Facing stiff competition from newer properties in the area, Red Road Commons (RRC) recognized a trend. Their ideal residents—college students—were increasingly drawn to fresh, modern spaces. So they updated their interiors and then came to us for the next strategic step: repositioning their brand to support their leasing goals.

While Red Road Commons is not student housing in the traditional sense (they don't lease by the bed), it is widely recognized by University of Miami students as the go-to off-campus spot after freshman year. That insight was the foundation of their brand repositioning strategy.

The Opportunity: Brand Repositioning After Renovations

As a class-B midrise located just minutes from campus, Red Road Commons was perfectly positioned to appeal to the student demographic. Their renovated interiors—along with a variety of 1-, 2-, and 3-bedroom floor plans—offered both flexibility and upgraded finishes. What they needed next was a modern identity that aligned with their refreshed spaces and would appeal to young, independent renters.

That's where Zipcode Creative came in.

The property team recognized the need to shift toward a cleaner, more contemporary aesthetic. They wanted a brand identity that could still speak to their existing residents while leaning into a new direction—one that would resonate with students. Although they weren't changing the community's name, they knew the visual brand needed to evolve to remain competitive and compelling.

We assessed the signals: a change in target audience, upgraded interiors, and a more competitive leasing landscape. Everything pointed to one conclusion—it was time to reposition the brand.

Research & Strategy: Aligning Brand Identity with Audience Expectations

Our approach to this brand repositioning project was grounded in clarity and cohesion. We began by studying the newly renovated common areas. The interiors were fresh and modern, which gave us an easy jumping-off point for the rest of the branding.

To align with the design updates and target audience, we introduced a clean visual system with intentional pops of color—adding vibrancy without veering into overly playful territory. We struck a balance between youthful energy and elevated simplicity, creating a look that student residents could relate to and aspire toward.

Not every property needs a complete rebrand. In Red Road Commons' case, a brand refresh rooted in updated design and focused messaging made more strategic and financial sense. This repositioning allowed the community to better reflect its evolving identity and connect more deeply with its ideal audience.

Implementation: From Strategy to Visual System

Once the brand direction was approved, we developed a full suite of visual assets to reflect Red Road Commons' new identity. Each element was crafted with intentionality to speak directly to their student demographic.

• Logo Design
  We created a primary and secondary logo with a refined, modern look. The simplicity aligned with the minimal aesthetic students expect today, while usage guidelines ensured brand consistency.
  
  
• Color Palette
  The palette combines white, black, and two blues with a subtle melon accent. It's a nod to South Florida's coastal energy—with just enough edge to feel fresh and stylish without feeling kitschy.
  
  
• Typography & Hierarchy
  We selected two typefaces, including Kodchasan Regular in multiple weights. This mix allowed for bold headlines and readable body text—ideal for web, print, and signage.
  
  
• Stock Photography Style
  Lifestyle imagery was curated to fit the color palette and brand tone. These visuals reflected the day-to-day life of students, creating an emotional connection with prospects.
  
  
• Pattern
  A structured grid pattern added subtle depth and visual interest. It provided a modern texture that complemented the minimal aesthetic without overwhelming it.
  
  
• Sample Applications
  We provided mockups of the brand in action—on signage, print materials, and digital screens. This gave the RRC team a clear vision of how their new brand would come to life in real environments.
  
  

The end result? A sophisticated, student-forward brand identity that matched both the property's new physical space and its evolving audience.

Measuring Success: A Brand Built for the Next Chapter

With its refreshed brand, Red Road Commons now has a platform to better engage the student market in South Miami. The new visual identity brings clarity, cohesion, and energy to every resident touchpoint—and positions the community to remain competitive in a crowded leasing market.

While a full rebrand can be a heavy lift, brand repositioning offers a strategic alternative—especially when a community has invested in renovations or is shifting its target demographic. In Red Road Commons' case, it was the right move to unlock new leasing opportunities.

If you're considering how a refreshed or repositioned brand could help support your next phase—whether you've just renovated or are simply aiming for a more defined audience connection—we'd love to help.