Project No.30 —
Build-to-Rent, Brand and Campaign, Australia-Wide

Clique

The ‘build-to-rent’ revolution has arrived in Australia; it’s all about purpose-built apartments, single-click add-on services and a philosophy that puts the tenant back in charge. The Clique build-to-rent offer is for the more discerning tenant; one who prefers a more boutique setting, located in high-value, inner-suburban areas — a vibrant backdrop that mixes convenience with practicality. And importantly, it’s for those with a little bit of sass and a good sense of style. It’s a sophisticated, design-led experience, wrapped in a brand with a distinctive personality that’s somewhat playful, and on occasion a little provocative.

Welcome to Clique and the Rent Revolution.

Hassle-Free Living

Putting the renter first? That's a novel idea. It's fair to say that — for most people in Australia — the 'build-to-rent' concept is somewhat unknown. So we've not only developed an identity with a difference, but we've also developed a brand that plays its part in positioning build-to-rent as a great alternative to traditional renting.
The existing rental market has endured decades without tangible change, so how can tenants invest emotionally or feel secure with short-term leases, random rent hikes and paper warfare? With this rent revolution, renters are in charge. It's where they call the shots and decide how long they want to stay. In other words, the place is theirs until they want out — and it's put in writing. Clique looks after the day-to-day, whether it be laundry, cleaning, childcare or even walking the dog. Book it in, and it's sorted. What kind of rental provider does that?

It’s not very landlordy — and that's exactly what Clique is all about.

Positioning the Brand

Clique is taking it to the streets in the city’s most desirable suburbs, creating apartments exclusively for renters. It’s a global movement and Clique aims to be at the forefront locally — championing renters, not rental providers. So what matters to renters, matters to Clique. It was a vibrant, proactive brand positioning to help ensure renters feel like their needs are being championed.

Defining the Audience

Clique’s architecturally designed, highly considered and highly functional apartment interiors are intended to attract savvy working professionals. It’s a market that demands quality, honesty and attention to detail. It's for those willing to pay a little more, knowing they'll benefit by getting a lot more.

Purposeful Design & Imagery

Anchored by bold, memorable typography and design, the personality of the Clique brand is brought to life via a beautifully styled suite of photography and video — bringing a unique balance of energy and elegance. It’s a highly visual approach intended to perform well across a range of lead-generating media including outdoor, print advertising and social media.

After all, a little ‘look at me’ goes a long way.

Launch Campaign

Let the landlord do it? Why not! Aiming to make a mark during the early launch phase, we developed a standalone teaser campaign — a little cheeky, a little irreverent, and achieving all-important cut-through in a crowded marketplace.

Efficient, easy-to-use and mobile-optimised website

Clique ♥ GOLD Award Winner ♥ Melbourne Design Awards ♥Clique ♥ GOLD Award Winner ♥ Melbourne Design Awards ♥Clique ♥ GOLD Award Winner ♥ Melbourne Design Awards ♥

Work Completed

End–to-end; brand strategy, naming, brand identity, brand photography, video concept and art direction, website design and development, print collateral, digital and outdoor lead-generation campaign

External Link

Clique Website ↗

MOBILE

Project No.30 —
Build-to-Rent, Brand and Campaign, Australia-Wide

Clique

The ‘build-to-rent’ revolution has arrived in Australia; it’s all about purpose-built apartments, single-click add-on services and a philosophy that puts the tenant back in charge. The Clique build-to-rent offer is for the more discerning tenant; one who prefers a more boutique setting, located in high-value, inner-suburban areas — a vibrant backdrop that mixes convenience with practicality. And importantly, it’s for those with a little bit of sass and a good sense of style. It’s a sophisticated, design-led experience, wrapped in a brand with a distinctive personality that’s somewhat playful, and on occasion a little provocative.

Welcome to Clique and the Rent Revolution.

Hassle-Free Living

Putting the renter first? That's a novel idea. It's fair to say that to most people in Australia, the 'build-to-rent' concept is somewhat foreign.
Clique believes that wherever you rent, it should still feel like home. But the existing rental market has endured decades without tangible change, so how can tenants invest emotionally or feel secure with short-term leases, random rent hikes, and paper warfare? With this rent revolution, renters are in charge. It’s not very landlordy — and that's exactly what Clique is all about.

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Work Completed

End–to-end; brand strategy, naming, brand identity, brand photography, video concept and art direction, website design and development, print collateral, digital and outdoor lead-generation campaign

External Link

DESKTOP

MOBILE

Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™

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