ABOUT THE PROJECT

Project Overview

Gilbane Development Company set out to build a student residence that broke from the generic, delivering a community that prioritizes design, connection, and student well-being over the tired clichés of conventional campus housing. The result is a thoughtfully designed property where elevated interiors by Krywicki Interior Design meet intentionally curated amenities, all within reach of the energy of University of Kentucky campus life.

MXWL is rooted in classic architectural detail, and built to feel like home from move-in day to graduation.

From the largest fitness center in the area and a dedicated yoga studio, to multiple coworking spaces, private study rooms, and a rooftop entertainment deck with views of the famed basketball arena, every element was considered. Three distinct courtyards, one active, one serene, plus a Gameday Lounge make MXWL as social or as quiet as any given day demands.

AFMKTG's Approach

AFMKTG was engaged as the creative and strategic partner to build this student housing brand from the ground up. The engagement spanned naming through full identity and copywriting, requiring a brand voice that could speak authentically to the modern University of Kentucky student without leaning on worn student housing tropes.

Brand Naming & Positioning

Located at 201 East Maxwell Street in Lexington, Kentucky, MXWL is a sleek, modern take on its namesake. The name MXWL was also developed as a shorthand for maximum wellness, a rallying identity that communicates the property's core promise with energy and edge. The positioning moved deliberately away from "generic student housing" brand conventions, centering on design, well-being, and genuine community to set MXWL apart in the Lexington market.

Visual Identity & Art Direction

AFMKTG developed the full visual identity system for MXWL, establishing a design language rooted in transitional aesthetics, playful patterns, organic shapes, blue and mocha tones, and a timeless palette that feels elevated without feeling out of reach. Art direction guided the visual tone to feel current, considered, and unmistakably MXWL across every leasing and digital touchpoint.

Copywriting & Messaging Framework

The copywriting for MXWL was written to speak to students with warmth and style. From the brand positioning to amenity narratives and leasing copy, every line was crafted around the core tagline: Live Well, Learn Well, MXWL.

Key Deliverables

Brand Naming & Positioning Strategy
Logo & Visual Identity System
Brand Guidelines & Standards Documentation
Art Direction
Copywriting & Messaging Framework
Residence & Amenity Descriptions
Marketing & Leasing Copy

Related Work

Pique: Student Housing Branding in Berkeley
Naming, brand identity, and environmental design for Gilbane Development Company

Resa: Multifamily Branding in Long Beach
Naming, brand identity, and copywriting for Holland Partner Group

About AFMKTG

AFMKTG is a real estate development branding agency headquartered in California. The agency builds brand systems for multifamily, student housing, mixed-use, and hospitality developments across the country, from naming and identity to go-to-market strategy and social media management.

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