Occu

brand strategy | naming & positioning | look & feel | website | print

According to Daft’s 2019 Rental Price Report, Dublin needs to build almost 80,000 rental homes, as soon as possible, to fill a huge gap in supply. We were approached to help develop the creative brand strategy and rollout for a new build–to–rent offer entering the market to help fill the gap. Occu provides homes purpose–built for renting, built by top–quality developers and backed by long–term capital. 

OCCU LOGO

Finding the right name

We needed a name that would support the vision of setting the standard for a new generation of renting – smarter, benefit–focused and centred around the needs of our residents. It needed to be short and easy to say, so it could sit alongside location names, be simple, modern and professional. ‘Occu’ gave us everything we needed – a soft sound with confidence and a nice play on the word occupy while placing the emphasis on ‘you’.

POSITIONING

All you have to do is move in

Occu is all about easy and straight–forward renting. ‘All you have to do is move in’ became central to our brand story with ‘Better renting. That’s different.’ becoming the tagline that would cut through a very difficult and challenging market. A warm and soft tone of voice that focused on the benefits and support that Occu gives you as a landlord marry with light and playful illustrations from Andrew Rae.

  • Illustrations from Andrew Rae

  • Illustrations from Andrew Rae

  • Illustrations from Andrew Rae

  • Illustrations from Andrew Rae

OCCU ADVERTS
OCCU BILLBOARD

Find your home with Occu

The website is built around ease of use and understanding. Alongside educating the user on the benefits of living with Occu the site includes an easy to use search system that will expand over time as Occu offers more apartments.

  • WEBSITE

  • WEBSITE

  • WEBSITE

  • WEBSITE

OCCU TEASER

Rollout

We developed a suite of icons and mini illustrations that supported all our communications. These appeared within and alongside detailed location maps, floorplans brochures, animations and welcome material for new residents.

OCCU ICONS
OCCU FAIRWAY OPEN DAY BROCHURE
OCCU FAIRWAY OPEN DAY BROCHURE
  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

DAFT HOMEPAGE TAKEOVER
INSTAGRAM

The results

An initial soft launch website was hosted from August with the full site going live in October 2019 and has gathered a huge amount of interest so far. The initial launch of 69 of the 214 apartments at the Fairway development were filled within 4 weeks of the first open day weekend (with phase 2 fully reserved shortly after). The site had nearly 14k views in the first 6 weeks alongside the campaign. 

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© Rowdy Studio 2019