Student housing today ain’t your daddy’s dorm room. It’s HD Theaters, Wii stations and Upperclassman furniture. When we were asked to brand the new Fornelli Hall student tower in downtown Chicago, we built a brand that paid homage to the building’s art deco history but also echoed the echoes – the 4.2 million Millennials who enter institutions of higher education every year and need a place to live. Inspired by lifestyle brands like Diesel and the Gap, we made Fornelli Hall feel authentic and inspiring – from its vitrine poster art to its leasing office to the brochure and website. It worked: Within the first year, Roosevelt University and Robert Morris College signed master ground leases for seven floors within Fornelli Hall.