The Wellington and other student housing properties have been rebranded as StateHouse Columbus. This new identity aims to capture Ohio State University’s (OSU) strong student culture, school spirit, and athletic pride, offering a vibrant living option for students.
StateHouse Columbus focuses on luxury amenities, professional management, safety, and a modern take on OSU’s school colors. The new brand is designed to stand out in the student housing market, usually featuring dormitories or single-family rentals.
Columbus, Ohio’s student housing market, is unique due to its rich collegiate history and strong community pride. Most students live in OSU dorms or outdated single-family rentals, and purpose-built student housing is rare in Columbus. L3 Campus saw an opportunity to bring five properties under a unified, sophisticated brand, making them a standout option for students.
Ohio State is known for its strong sports culture, school pride, and winning mentality. The new brand strategy harnesses this energy and spirit.
These properties already had strong market positions with luxury amenities, expert management, and high-end safety measures, making them ideal for positioning as top-tier student housing.
The brand design embodies OSU school spirit without being too obvious. The leading mark is a monogram inspired by letterman jackets and an athletic-style wordmark. Viktor Script was chosen for property names, reflecting a traditional collegiate style.
The color palette avoids associations with other student property brands and OSU’s rivals. The final choice is a modern take on Ohio State red as the primary color, appealing to students proud to represent their school.
Secondary graphics include the OSU buckeye leaf, football, basketball, and abstract visuals for versatile messaging. The layering of graphics and typography creates a cohesive collegiate feel. Animations add personality and movement, infusing energy for a sports-focused student community.
L3 Campus launched the new property names and brands quickly after the acquisition, making an immediate impression before the summer break. Signage included exterior, wayfinding, and interior art for quick updates in time for fall leasing. Marketing materials, including a custom map, print materials, banners, and merchandise, completed the brand overhaul.
The new StateHouse Columbus brand launched in April 2024. With its vibrant, elevated feel that taps into deep school pride, students are invited into a supportive community celebrating their achievements. Whether residents prefer to be at the center of activity on High Street or integrated with North Campus culture, there’s a StateHouse for everyone.
Rebranding The Wellington and other properties as StateHouse Columbus marks a significant shift in student housing. By focusing on luxury, professional management, and a connection to OSU’s culture, StateHouse Columbus offers a unique and appealing option for students. The new logo, color palette, and graphic elements create a brand that resonates with the university’s spirit and students’ aspirations. This rebranding effort enhances the properties’ appeal and sets a new standard for student housing in Columbus.
