selects
sterling
5th
street
IDENTITY + BRANDING + COPYWRITING + PHOTO ART DIRECTION + WAYFINDING/MAPS + SUSTAINABILITY COMMUNICATIONS
selects
In Davis — the city where the bike often outrides the car — we envisioned a student‑housing brand that moved with the rhythm of youth, ambition, and two‑wheeled momentum. Sterling 5th Street is more than “off‑campus apartments”: it’s a premium destination for the next generation of thinkers and doers at UC Davis.
We leaned into the bicycle circuit, dropped the word “basic” from the amenity list, and mapped the entire resident journey from waking up to biking to class to social hour by the fire‑pit. Along the way we wove in sustainability credentials: LEED Platinum, low‑flow fixtures, energy‑smart systems — as a silent promise of value, durability, and impact.
The outcome: a brand that spins fast and stands steady. Whether you’re a sophomore hunting for high‑end roommates or a parent tracking ROI, Sterling 5th Street says: “You belong. We built for you.” Two wheels. One future.
context
Create a visual identity that could delight first renters while reassuring the parents who would sign the checks.
Where wheels turn, aspirations don’t stop
ALTERNATE CONCEPTS
reflection
Designing for both the student and the parent taught me balance long before I knew it was branding. Every decision had to live in two worlds—the boldness of youth and the reassurance of experience. It was an early lesson in empathy disguised as design: learning how to translate freedom without chaos, sophistication without distance.
In hindsight, Sterling 5th Street wasn’t just a student housing project—it was a quiet exercise in understanding how people want to feel seen, no matter their age or reason for being there.