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Strata. Town - Brand Refresh Pitch

21–08–2021
22.1 MB
PPT

 This group-project for a brand strategy unit was done in collaboration with Strata. Town; a brand using a unique combination of technological innovation combined with property management aiming to redefine the way people think about property management. The brand needed to relaunch in a way that drew a line in the sand within the property management market.

The brand faced several hurdles, including negative consumer sentiment around property managers in a problematic industry, a need to reimagine the future of strata living, and the nuances of the many target segments living within these communities. Strata. Town would need to go above and beyond being just a property management brand, but one that meaningfully improves people's lives in order to truly disrupt a market rife with negative sentiment toward its operators. 

Strategy was designed to make the brand appeal significantly to younger generations, the future market, in contrast to competitors. We devised a number of brand initatives, involving green living, inclusive education and tailored infrastructure reinvestment in individual communities that would demonstrate a committment to care.

Output
  1. Strategic plan for rebranding a tech-strata company seeking to disrupt and establish itself within a polarizing and complex market.

Data
  • Not all target segments are equal; working in complex housing means you are beholden to ecosystems of segments rather than just individuals.
  • Brands giving back to consumers should adopt strategies with meangingful impact, especially when dealing in polarizing markets such as housing.

Links

pitch deck

Tags 
branding, strategy, storytelling