A person wearing a black leather jacket holding a smartphone and a brochure. The brochure shows a bedroom interior and has the text 'Create your own sense of home. Follow your own style. ALMA'.

Alma

Toronto

2022

Art Direction
Branding
Copy Writing
Creative Strategy
Naming
Photography Direction

Alma was developed to disrupt the conventional approach to student living by introducing a brand that feels more like a lifestyle than a rental. Rooted in the idea of reimagining "Alma Mater" for a new generation, the name speaks to a sense of belonging, growth, and identity. These are core values for today’s university students. We set out to create a brand that broke the mold of institutional aesthetics, leaning into vibrant color, bold design, and a confident tone of voice. The result is a brand that feels fresh, youthful, and genuinely reflective of the student experience. It stands out in a category that often underestimates its audience.

The room photography used in this case study is for art direction only - they are not our own.

Person holding a purple sign with white text that says, "Create Your Own Sense Of Home - Alma," while wearing a black leather jacket and holding a smartphone displaying a website or app.

Outdoor sign with an interior room photograph at the top, showing a bed, a nightstand with a lamp, a wooden chair, and a wall art piece. The bottom section of the sign is orange with white text that reads: "Close to all the things you need. Connected to the community where you belong. ALMA" and includes the handle "@ Guelph."

Orange tote bag with the word 'ALMA' printed in white, resting on a white surface with a shadow cast across it.

A person sitting on a park bench holding a blue paper coffee cup with a black plastic lid, near a chain-link fence, with a green sports field in the background.