BUILDING THE BRAND BEYOND THE BUILDING.

HUB LA FIGUEROA / CORE SPACESLOS ANGELES · 2022–2024

HUB LA
Figueroa

Growing a student housing community through leasing leadership, campus engagement and a brand experience people could take with them.

JOSHUA BROOKS / DIRECTOR, LEASING, MARKETING & COMMUNITY ENGAGEMENT
Two USC-area students holding HUB promotional merchandise beside the interactive campus giveaway wheel.
01 / THE CAMPUS EXPERIENCESTUDENTS. BRAND. CONNECTION.
PROJECT
HUB LA Figueroa
ROLE
Director, Leasing, Marketing & Community Engagement
DISCIPLINES
Commercial Growth / Brand Activation / Student Engagement / Leasing Strategy
ORGANIZATION
Core Spaces · Los Angeles, California

PROJECT HIGHLIGHTS

Commercial Leadership

Led sales, leasing, customer experience and marketing for the 499-bed development.

Leasing Operations

Directed pricing, inventory, tours, application follow-up, renewals and retention.

Campus Activation

Built USC-facing outreach through pop-ups, prize interactions and student conversations.

Brand Experience

Developed merchandise-led touchpoints, campaign materials and resident engagement.

Resident Continuity

Coordinated temporary housing and resident communication during an extended opening delay.

Team & Partnerships

Led an 18-person operation and collaborated with campus groups and local businesses.

Two students smiling with HUB-branded turquoise drinkware inside the student residence.
HUB BRAND EXPERIENCE
Students showcasing HUB-branded drinkware from a branded activation vehicle.
BRAND ON THE MOVE
Two students roller-skating outside a HUB-branded property entrance.
LIFE OUTSIDE THE BUILDING

THE IMPACT

499STUDENT HOUSING BEDS
APPLICABLE LEASING CYCLE
#1 / 794REPORTED TEAM RANK
NATIONAL PORTFOLIO
~97%REPORTED OCCUPANCY
APPROXIMATE NEAR DEPARTURE
$4.05MCONTRACTUAL LEASE VALUE
167 LEASES & RENEWALS
BEHIND THE EXPERIENCE

STRATEGY IS
PERSONAL.

From campus activations and merchandise to the day-to-day realities of leasing, my work connected student relationships with commercial execution. I directed an 18-person sales, leasing and customer-experience operation while developing in-person outreach and branded experiences in the USC market.

When a roughly four-and-a-half-month building delay disrupted move-in plans, I helped maintain resident continuity through temporary housing solutions, hotel arrangements, concessions and ongoing communication. That operational work was as much a part of the brand experience as the campus events.

EXPLORE MORE HUB PHOTOGRAPHY & PROJECT DETAILS +
HUB LA Figueroa branded merchandise display with canvas totes and drinkware.
MERCHANDISE & BRAND SYSTEM
Resident renewal promotional sign beside an event hospitality gift.
RESIDENT RENEWAL CAMPAIGN
Smiling student holding headphones and a tablet awarded during a HUB giveaway.
STUDENT GIVEAWAY
Team member wearing a hard hat inside a nearly completed model apartment kitchen.
PROPERTY OPERATIONS
Two smiling students sitting together at a pink community space counter.
RESIDENT EXPERIENCE

SUPPLEMENTAL PHOTOGRAPHY / HUB LOS ANGELES

Additional HUB Los Angeles activation photographs, shown separately from the results attributed specifically to HUB LA Figueroa.

Smiling student showing a giveaway item during a HUB Los Angeles campus activation.
STUDENT GIVEAWAYS
Two students selecting fresh fruit at a HUB Los Angeles community hospitality activation.
STUDENT EXPERIENCE
Fresh fruit arranged for students at a HUB Los Angeles engagement event.
HOSPITALITY & CARE

I directed pricing and inventory, tours, CRM follow-up, lease execution, renewals and retention alongside student-facing campaign activity. Campus engagement included branded installations, promotional giveaways, street teams, university relationships and local collaborations. Reported results include a No. 1 national team ranking among 794 properties, full lease-up for an applicable cycle, approximately 97% occupancy near departure, and 167 lease and renewal contracts representing approximately $4.05 million in 12-month contractual value. This is not verified cash revenue, and figures are reported professional results rather than independently audited statistics.

Work performed by Joshua Brooks in an employment capacity at Core Spaces / HUB LA Figueroa (2022–2024), not as an NDKA client commission. Organization names are included for factual context, not as endorsements of NDKA.