Rent Different
Client: Indi
Collaborators: Cindy Erina, Pete Georgiou, Josh Sobel, Jovana Gladanac
Role: Group Creative Director – Enigma

Challenge - Built to Rent (BTR) is a burgeoning but relatively unknown category in Australian real estate. As one of pioneers in the category, we needed to help Investa to clearly articulate their new offering and position them as the market leaders.

Strategy - Focusing on ‘freedom’, ‘personalisation’ and ‘community’, our strategy was tailored to resonate with the millennial demographic. With a renewed brand purpose and vision, we created the INDI brand, launched with the organising idea ‘Rent Different’.

Creative - Using an adaptable masterbrand graphic device,we created a flexible brand system that celebrates the freedom that comes with this way of living, ensuring each location could have an its own unique and distinct identity.