Lincoln, Nebraska

Core Capabilities

Brand Strategy
User Experience
Art Direction
Environmental Branding

Lincoln Nebraska is a university town, anchored by the state’s largest and most highly regarded public institution. Despite the prominent presence of the University downtown, it lacked sufficient student housing. M-O worked with CA Ventures to name and develop a brand for Latitude, alluding to the development of identity through both geographical location and the space for personal self discovery.

Latitude’s brand strategy played off of the new sense of freedom students obtain while in college in order to create an authentic brand for a new student housing development.

Research revealed that the student body related to  American brands–they were a down to earth, jeans and t-shirt wearing campus. In response to this, M-O created a strong, hand crafted, persona for the brand through hand lettered identity and assets on printed collateral and a website. A color palette was chosen to reflect the identity of the University of Nebraska, as the proud student body strongly embraced their school’s identity.

Brand Collateral

Marketing collateral embraces the local downtown culture and relates to the student body while portraying the farther proximity to campus as a positive attribute. Renderings focused on the building’s ability to be a communal hub for student body. Local lifestyle photography captured student body’s strong ties to city.

Latitude’s wood-grain and handwritten typographic brand assets were incorporated into a fully responsive online leasing center website

Building Signage & Leasing Center

The Latitude brand was translated into the physical environment through building signage and leasing center brand activation standards.


Client: CA Ventures
Web Development: Brett Aiello
Renderings: Luis Tejeda
Photography: Matt Dula – Building Photography, Geoff Johnson – Lifestyle Photography