Australia: Greystar has launched Haiku, a built-to-rent (BTR) brand specifically for the Australian market
It worked with Chello, an independent brand and creative agency, and marketing data company Kantar to develop the brand strategy, identity, and launch campaign for Haiku.
Chello was commissioned to create the Haiku brand from the ground up. This included naming, brand architecture, identity design, digital experience, and the national launch campaign. The campaign is centred around the strapline ‘Rent proud. Own life.’ and aims to “challenge the stigma associated with renting by positioning lifestyle as the true aspiration”.
Jade MacAuslan, Greystar’s head of marketing, said: “With Haiku, we are establishing ourselves in the rapidly growing build-to-rent space in Australia. Coming in with global experience in BTR, but new to this market required defining a distinctly differentiated position and that’s what the name Haiku and positioning ‘designed for renters’ is. Chello’s narrative flip to champion the ’rent proud’ gives us a point of view that works not only to build our brand, but to build the category. It’s the meaningful kick in the stereotypes this space needed.”
Haiku’s initial locations, The Gladstone in South Melbourne and The Claremont in South Yarra, are now open. The Gladstone is the largest BTR development in Victoria to date.
“From day one, we knew Haiku had to stand apart, not just visually, but in its values. By putting renters at the centre, we broke from category conversions and built a brand that feels human, local and built to scale. It’s a rare project where strategy, identity and campaign vision clicked from the start,” said Tom Dabner, creative strategy lead at Chello.
Highlights:
• Greystar has launched Haiku, a built-to-rent (BTR) brand specifically for the Australian market
• The launch campaign is centred around the strapline ‘Rent proud. Own life.’
• Haiku’s initial locations, The Gladstone in South Melbourne and The Claremont in South Yarra, are now open
