SQ5
I helped build the brand strategy, identity system, microsite, website, social media content, and experiential activations for Square on Fifth, the only student living community at Atlanta’s hub for tech research and entrepreneurship, Tech Square. Seven weeks after launch, the building was 70% leased with the wicked smart students and young professionals we (client + Iconologic + me) were targeting.
Before anybody knew what Square on Fifth was, we dropped a big, black SQ5 cube right in the middle of Tech Square to get them super confused and curious.
Eventually, we hosted events and activations by the cube, and people liked to post pictures in front of it.
On the microsite (ruSQ5.com), potential tenants found out once and for all whether they were SQ5 material—and got sorted into the right tribe to match who they are at their core.
We asked them all the important questions, like whether penicillin, the P'Zone, or Nicki Minaj is the greatest invention of all time.
And then they got sorted into one of the five tribes that we completely made up: Havelock, Rusk, Scully, Matrix, and Binary.
Everyone got a t-shirt (even the Scullies). As long as they made the trip to the leasing office to pick theirs up.
We made a website, of course, to honor SQ5's 25 Floors of Awesome.
On the "Are You an SQ5?" page, we featured some shining star SQ5s who were among the first to sign leases.
Dang, these kids were smart. Some of my favorite people I've ever interviewed.
This is still my desktop background.
Samira Rahimi is a design goddess.
