Sideways Portfolio - Letter9

Sideways is a branding and creative agency that created the Letter9 student housing brand. This is a portfolio of five properties spanning four states in the mid-west and south United States valued over $500M in assets.


The first socially-driven student housing community for the iGeneration — Letter9.

Letter 9 is a lifestyle-focused residential brand for independent-minded college students. Unlike national, corporate student housing developers, Letter9 redefines luxury amenities by adding curated social experiences that cultivate individuality, innovation and community.

Letter9 and The Wyatt Business Cards
Letter9 Web Suite
Letter9 Housing Brochures


Our clients at Candlebrook Properties gave us free range to create a totally stand out lifestyle housing brand for the iGeneration.  We call it Letter9 (for "i" — the ninth letter of the alphabet).

To develop the visual identity of this new student housing portfolio, we brought fresh thinking to college living. We examined every inch of college residential life and breathed new life into the category. From transforming social media into an amenity instead of just a one-way marketing channel, to adding fitness and event programming to Letter9 list of services, we set the new bar for college living.

In addition to building a first and best-in-class student housing brand, we helped Letter9 reduce re-leasing costs, retain a higher percentage of residents year-over-year and lead the market in price per square foot.

Letter9 Condoms


As part of our full suite of student swag — yes — we produced 10,000 branded condoms.


We designed all aspects of Letter9 to be a self-aware, slightly snarky and spontaneous brand that college students would love. We named each of the housing communities after common “big brother” names so that The Dillon, The Blake and The Tyler would become the trusted, in-the-know authorities off campus.

A bright color palette and slightly snarky tone made the collateral and new property signage feel fresh and exciting. We worked with interior designer Paris Forino to reimagine model apartments into the college DIYer’s dream pad and wrapped the shuttle bus in hundreds of user-submitted Instagrams.

Throw in a ton of hip, hand-lettered swag, an infographic-forward tour newspaper and locally-curated brand Instagram feed, Letter9 is tailor-made for the next generation of cool.



Because college.