Abbot East Lansing

East Lansing, MI

The Abbot brings sophistication & style to Michigan State University


We created a smart, stylish brand for a new upscale apartment building in Lansing, Michigan, that serves both students and young professionals.


Our solution included strategy, naming, brand identity, website, and full marketing collateral buildout. We avoided the usual MSU green cliches and instead built a sophisticated brand palette that hints at the Spartan community—but presented in an upscale, welcoming way. We took inspiration of the angled street for a stylized A icon. The result is a higher level of sophistication and style than is typical of college housing.

Overview of Abbot Brand Identity and Deliverables
Abbot Logo
Brand Pattern
Brand Colors
Brand Photo Style

Abbott Logo & Brand Identity

A modern, sophisticated brand was created consisting of a refined logo, custom brand pattern, and a palette inspired by Michigan State.

Brochure Spread
Text Heavy Brochure Spread
Rendering of building in brochure


A square brochure was produced for leasing agents to hand out to prospective residents. A piece like this elevates the property by giving prospects a memorable takeaway to hold onto and further differentiating the building from competitors, leading to faster lease ups.

Business Card Mockup
Letterhead & Correspondence Card
Floor Plans


A stationery kit including Business Cards, Letterhead, Correspondence Cards and Floor Plan Sheets were created for the leasing team.

Swag & Promotions

Applying the brand to t-shirts and other promotional is an economical and easy way to engage prospects at school sponsored or community events.

Pocket Folder

Pocket Folder

Rack Card

Rack Card

Construction Signage mockup

Leasing Office & Construction Signage

Signage was designed for the leasing office and construction fence, which helped announce the brand to the community and garner interest.

Desktop & mobile temporary website

Temporary Website