Charme on Eagle is a next-generation student housing community purpose-built for the University of North Texas, a campus nationally recognized for its music, arts, and creative culture. Located steps from UNT, this 190-unit, 460-bed residence redefines what student living can be: expressive, collaborative, sustainable, and deeply connected to the artistic pulse of Denton.
Having previously partnered with Rael Corp on Charme, our goal was to translate the brand into a new market with a locally rooted, premium student-housing identity, while laying the foundation for early resident acquisition.
Drawing from Denton’s artistic culture, UNT’s renowned jazz program, and the unfiltered energy of student life, we shaped a brand and experience that reflects how creative students actually live, work, and build community.
The community’s unique blend of purpose-driven amenities, from a music listening lounge to co-create studios, a two-story fitness center, and a courtyard designed for collaboration, gave us the foundation for a lifestyle-first marketing approach tailored to UNT’s artistic identity.
But a high-powered brand wasn’t enough. Charme required a fully integrated Resident Acquisition Engine that could adapt to shifting design direction, construction timelines, and a competitive student housing landscape, all while resonating with a proudly unconventional audience.
That’s where Authentic stepped in.
Designing and launching Charme on Eagle required both creative conviction and operational agility.
As the project evolved, brand development progressed in parallel with interior design and architectural refinement, introducing a uniquely collaborative, cross-disciplinary environment.
Our team navigated overlapping timelines and evolving inputs by remaining both proactive in brand leadership and responsive to design considerations, ensuring a cohesive final experience.
Rather than unfolding through a traditional, linear branding process, the work required a more dynamic, synchronized approach. Visual identity, interior context, and brand expression advanced in tandem, calling for close collaboration, rapid iteration, and a flexible playbook that stays aligned with construction and leasing milestones.
At the same time, pre-leasing began more than a year ahead of opening. This required the digital ecosystem, website, leasing tools, email infrastructure, and paid campaigns to come online early and evolve quickly, building demand for a community still taking shape.
To meet Rael Corp’s goals for Charme on Eagle, we delivered a seamless, Demand-to-Door strategy rooted in Denton’s creative DNA and UNT’s artistic culture.
A Partner in Constant Motion
Authentic became an extension of Rael Corp’s team, evolving the brand in real time as interior direction shifted and design decisions crystallized. By developing brand, marketing, and experience materials alongside ongoing architecture and interiors work, we ensured every touchpoint reflected a unified creative vision.
A Brand That Champions Individuality
The identity celebrates UNT’s creatively ambitious students: the design majors, jazz musicians, filmmakers, rebels, and visionaries who shape campus culture.
Our visual language leans into expressive color, bold typographic moments, and UNT-aligned sustainability cues. Messaging spotlights individuality, artistry, and the unapologetic spirit of Denton.
Charme on Eagle positions itself as a home for UNT’s creative vanguards, a community where expressive, individualistic students feel empowered to experiment, collaborate, and carve out their creative identity.
We crafted a full suite of physical and digital tools, from a thoughtfully designed temporary leasing space and branded signage to in-building murals, leasing collateral, and onsite experiential activations. Paired with photography and videography direction, these elements set the stage for a residential experience rooted in creativity and connection.
The splash page, followed by a full Amplify website, translated the creative brand into a digital experience designed for clarity and conversion. With 822+ early website conversions and a 9.18% peak conversion rate, Charme’s digital presence quickly became its strongest leasing engine.
Email drips and remarketing flows were built to reflect student lifestyle and UNT’s calendar, delivering high-impact storytelling and conversion-driven communication across the pre-leasing cycle.
Paid search, social ads, and retargeting campaigns delivered qualified traffic and high-intent leads across multiple channels. October became the highest-converting month on record, correlating directly with the start of active pre-leasing.
Through locally relevant content and student-focused social storytelling, we built early brand credibility and visibility among UNT’s creative community.
Napoleon Rivera | Vice President at Rael CorpThe result truly speaks for itself. We’re so proud of what we’ve built together and grateful for your partnership in bringing the spirit of Charme on Eagle to life. Huge thanks to Authentic for making the process fun, creative, and respectfully rebellious.
Charme on Eagle launched with strong traction in one of the most expressive student markets in the country.
Early Wins Include:
- 20k+ website sessions
- 822+ conversions
- 354 paid campaign conversions
- 60 additional Meta conversions
- 9.18% website conversion rate in Fall 2025
Charme on Eagle was also recognized globally for its win at the Property Titan Awards for Best Advertising Campaign.
As leasing ramps up and the building prepares to deliver in Fall 2026, Charme on Eagle is poised to offer UNT a new kind of student living, one rooted in confidence, creativity, and community.
Whether you're breaking into a creative market like Denton or navigating the complexities of student seasonality, Authentic helps multifamily developers stand out, lease faster, and maximize absorption.
Our full-stack approach to brand, marketing, and leasing drives real results — from concept to stabilization.
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