The Finmore at 241: Student Living Branding

Brand Guidelines, Branding, Campaign Creation, Naming, Packaging, Messaging

The Challenge

Appalachian State University students have a new place to call home. Nestled in the Blue Ridge Mountains, Peak Campus had a new student housing community that needed a fresh, modern brand identity and atmospheric visual story that would set it apart from other nearby communities and capture the unique vibe of Boone, North Carolina.

Our Approach

We looked to the vibrant history and lush landscape to draw inspiration for the new name and brand for this upcoming student community to connect with current and prospective Mountaineers alike. Outdoor motifs like trees and mountains appear throughout the marketing collateral, as well as nods to prominent figures in Boone’s history.


The rugged yet contemporary brand of the Fin offers an elevated student living experience that’s not templated from other college towns. The fun, daring brand messaging is already garnering buzz around downtown Boone while students eagerly await its grand opening in Fall 2021. We hope it provides the “cool-factor” that these students are yearning for.

Brand Elements