Three separate properties on Duquesne University’s campus needed one cohesive identity — something that felt like premium student living while speaking directly to students at a pivotal moment in their lives. Resident360 built that identity from the ground up, starting with the name itself: Lumina, a beacon of enlightenment representing the pursuit of knowledge and the next chapter of student life.
From naming through brand narrative, logo, and guidelines, every piece was built to connect the excitement of Pittsburgh’s Midtown location — steps from class, minutes from the city’s financial district — with the independence of apartment-style living. The result is a brand that positions Lumina as the only communities at Duquesne offering both the social experience of campus life and the freedom of living on your own terms.
