What Subtext recognized is that available housing options for university students and young professionals is inadequate, at best. They saw a market opportunity to step in and deliver products that truly serve young adults as they begin their new life chapters. The questions were, how can Subtext make sure that their solutions are tuned to the needs of this emergent generation? How can their brand embrace the spirit of different locales, while practically delivering housing that's on-budget? And how can we build a new tailored brand that connects with a brand-wary audience? Answering the latter, Ankrom Moisan turned to targeted research, vetted insights, fluid experience frameworks, and smart creative translation. We dove deep into understanding Gen Z's desires, expectations, and anxieties. Our insights opened up wide and untapped opportunities, all of which we could evaluate against actual fact and Subtext's larger vision. A novel experience strategy emerged, one where creative execution pushes against practicality and preconception. The ongoing result: two responsive brands, CDG and Subtext. Each born of a new reality, objectively sound, and strategically dynamic.