ABOUT THE PROJECT

Project Overview

Situated less than a five-minute walk from the UC Berkeley campus, Pique offers students a refined living experience centered on wellness, academic excellence and connection. The eight-story community combines contemporary residences with premium amenities to meet the expectations of today's academically driven residents while standing apart in a highly competitive market.

The brand draws inspiration from the word pique, meaning to stimulate curiosity, while also referencing the homophone peak - a symbol of reaching the highest level or summit. That dual meaning became the foundation for a brand that celebrates intellectual ambition while positioning the property as the pinnacle of student living.

AFMKTG's Approach

Student housing branding must appeal to both students and their parents while differentiating a property in a crowded leasing environment. AFMKTG developed a strategic brand platform that balances aspiration with authenticity, creating an identity that feels energetic, optimistic, and enduring.

Our scope included naming, brand positioning, visual identity, messaging, copywriting, and environmental signage design. Together, these elements created a cohesive experience that extends from the first leasing interaction to the resident experience within the building.

Brand Naming & Positioning

The name Pique was selected for its layered meaning and memorable character. It evokes curiosity, ambition, and the pursuit of excellence while subtly communicating the property's position as the peak of the student living experience.

Rather than relying on familiar collegiate clichés, the brand embraces confidence, optimism, and personal growth. It speaks to students who are building futures while seeking a home that supports both academic focus and everyday wellbeing.

Visual Identity & Art Direction

The visual identity was designed to feel modern and foster a sense of well-being while complimenting the interior design by Catalina Design Group. Clean typography, soothing graphics, and a fresh color palette create a brand that reflects both the intellectual spirit of Berkeley and the property's wellness-focused positioning. 

The identity system extends across leasing materials, digital applications, and environmental signage, ensuring a consistent experience throughout every resident touchpoint

Copywriting & Messaging Framework

Messaging was developed around curiosity, achievement, and the balance between productivity and wellbeing. The copy positions Pique as more than a place to live. It presents the community as an environment where students can focus, recharge, build meaningful relationships, and thrive throughout their university experience.

The brand voice is confident, optimistic, and conversational, supporting leasing efforts while creating an emotional connection with prospective residents.

Key Deliverables

Brand strategy and positioning
Brand naming
Visual identity design
Brand messaging framework
Copywriting
Environmental signage design
Brand guidelines

Related Work

MWXL: Student Housing Branding in Lexington, Kentucky
Naming, brand identity, positioning and copywriting for Gilbane Development

Sloane: Multifamily Branding in Seattle
Brand strategy for Holland Partner Group's Pacific Northwest flagship

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.

Start a project with AFMKTG

We work with a select number of developers each year.
Inquire or call 858-215-1650 to start the conversation.