Smile: Fairlawn Student Living
Move over, guerilla.
This is flamingo
marketing
This is flamingo
marketing
Why a flamingo? Why not?
When Fairlawn Real Estate expanded into student living, they aimed to stand out from typical leasing companies with a friendly, fun approach. Leveraging their integrity, core values, and culture, we named the company "Smile," devised a lively color palette, established a playful messaging tone, and introduced the flamingo. Just because.
SURFACE 51 took our vision for a fun, whimsical, customer-service oriented brand and brought it to life with Smile. Our memorable flamingos are now all over Campustown, creating lasting impressions and distinguishing us from our competitors.
Gozen Hartman
Co-Founder
Co-Founder
Fairlawn Real Estate
![A billboard with the word smile on it.](/static/portfolio/smile-student-living/smile-happy_students_billboard.webp)
A billboard with the word smile on it.
![Four colorful umbrellas with flamingos on them.](/static/portfolio/smile-student-living/smile-flamingo_umbrellas.webp)
Four colorful umbrellas with flamingos on them.
You can’t escape the flamingo (but really, why would you want to?). Driving through campus, you’re greeted with flamingos, friendly signs, even Smile-branded vehicles, including a VW Beetle and Mini Cooper.
![A business card with a flamingo on it.](/static/portfolio/smile-student-living/smile-business_cards_front_and_back.webp)
A business card with a flamingo on it.
![Smile is a pink and white website with flamingos.](/static/portfolio/smile-student-living/smile-website_screenshot.webp)
Smile is a pink and white website with flamingos.
![A booth with flamingos and flamingos on it.](/static/portfolio/smile-student-living/smile-inside_signage.webp)
A booth with flamingos and flamingos on it.
![A pink and blue volkswagen beetle is driving down the street.](/static/portfolio/smile-student-living/smile-logo_wrapped_car.webp)
A pink and blue volkswagen beetle is driving down the street.
![A pink flamingo on the wall of a building.](/static/portfolio/smile-student-living/smile-giant_flamingo_wall.webp)
A pink flamingo on the wall of a building.
![Flamingo staff parking sign.](/static/portfolio/smile-student-living/smile-parking_sign.webp)
Flamingo staff parking sign.
![A business card with a flamingo and the word smile.](/static/portfolio/smile-student-living/smile-address_sign.webp)
A business card with a flamingo and the word smile.
![A pink flamingo sits on the side of a building.](/static/portfolio/smile-student-living/smile-building_sign.webp)
A pink flamingo sits on the side of a building.
![Business cards with flamingos on them.](/static/portfolio/smile-student-living/smile-business_cards.webp)
Business cards with flamingos on them.