To meet the fast-growing demand for rental homes in Dublin, SW3 Capital entered the market with a new build-to-rent scheme of apartments, purpose-built for renting. We were appointed to name, position and develop the brand that would lead the way in putting renters first, offering ease and security.
We articulated SW3 Capital’s vision: setting the standard for a new generation of renting – smarter, benefit-focused and centred around the needs of our residents. The brand name reflects this ambition: ’Occu’ – a soft, confident sound that plays on the word ‘occupy’ while placing the emphasis on ‘you’.
Our proposition focuses on the ease of living with Occu – the new way of renting: easy, honest, flexible, built around you, no fuss, no faff and next-level service. ‘All you have to do is move in’ became the central idea, with ‘Better renting. That’s different.’ as our key differentiator in a challenging market. The tone of voice is warm (without being over-friendly) and focused on Occu’s many benefits. A series of commissioned illustrations from Andrew Rae highlight these, and the joy of finding the right home.
Showcasing the identity, the fully bespoke website is built around ease of use, educating the user on the advantages of living with Occu. Its easy-to-use search system will expand as more homes become available across additional locations. Brand implementation encompasses print and digital, including development brochures, Welcome Packs, animations and social media channels – for which we generated a bank of over 50 animated and still organic posts.
Two social campaigns – one to drive open day sign-ups and a targeted campaign using insight into Occu’s current renters – generated over 15,000 views on the website and lead to the initial 3 phases of their first development being filled ahead of schedule.
- Agency/Creative: Rowdy Studio
- Article Title: Rowdy Studio Names and Brands Build-to-Rent Scheme Occu in Ireland
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Advertising, Brand Creation, Brand Design, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Graphic Design, Illustration, Research, Tone of Voice
- Industry: Real Estate
- Keywords: Property, Residential, Renting, Naming, Branding, Homes, Apartments, PRS, BuildtoRent, Realestate, Dublin, Ireland, Investment