When Collegiate Development Group (CDG) expanded into young professional housing, they recognized their brand needed to evolve. Known for creating top-tier student housing, CDG sought to define their identity in a way that could resonate with both students and young professionals. To guide this shift, Ankrom Moisan worked closely with the CDG team, asking the right questions to distill their essence into a new brand platform: Subtext. Subtext’s brand was designed to capture CDG’s passion for creating better housing solutions. We developed a comprehensive brand strategy, identity, and user experience to reflect their core truth: developing better ways for students and young professionals to live and connect. Recognizing a market gap in housing for young adults transitioning to adulthood, Subtext aimed to provide solutions that met their evolving needs. Our approach was rooted in deep research into Gen Z’s desires, expectations, and anxieties. We explored how Subtext could deliver practical, budget-friendly housing while connecting with a skeptical, brand-wary audience. The result was an innovative experience strategy that balanced creative execution with real-world practicality, aligning with Subtext’s vision. The outcome: two complementary brands—CDG and Subtext—each strategically positioned to thrive in their respective markets, with a clear, dynamic approach to serving the needs of today’s young adults.