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.
"Lumina" was chosen to capture what this stage of life is really about — discovery, growth, and forward motion. The brand narrative leans into that idea directly, positioning Lumina as more than housing: a launchpad for the friendships, ideas, and independence that come with the next step in campus living.
The logo mark draws on the idea of light emerging from behind an object — clean, minimal, and versatile enough to represent three distinct communities under one brand.
The final piece brought everything together in a website built to reflect the brand's premium positioning while making it easy for prospective residents to explore all three communities under one digital roof.
