Creating new chemistry in the property rental market

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

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’.

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.