A new brand to attract private property investors - YWCA Canberra

Human motivators and needs

Direction setting

Action and activation

A new brand to attract private property investors – YWCA Canberra

2019

YWCA Canberra

How might we showcase Canberra’s first affordable charitable property management service?

YWCA Canberra, a trusted registered community housing provider, has supported Canberrans for more than 60 years with transitional housing, affordable housing, and supportive tenancy services. Recognising the urgent need for affordable rental properties, YWCA Canberra partnered with rowdy to launch Rentwell, a property management service that provides affordable rental properties owned by private investors to individual and families struggling to secure and maintain tenancies in the mainstream market.

The challenge was to create a brand for Rentwell that not only reflected its mission of providing affordable and secure housing but also resonated with private property investors. This required a strategic approach to branding, ensuring the brand appealed to private investors willing to lease their properties at below-market rates.

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Greater value was achieved by:

Audience-centric branding
We conducted extensive research to understand the needs and motivations of private investors and ensured the brand communicated the opportunity to do good and make a positive impact in the community. This informed the development of a brand that conveyed trust, security, and community impact.
Visual identity
We created a visual identity that was approachable and professional, using colours, fonts, and imagery that conveyed the values of security, and community support.
Comprehensive brand guide
The brand guide provided YWCA Canberra with the tools and guidelines needed to maintain and scale the brand overtime, ensuring long-term brand integrity and growth.
A responsive website
We designed and developed a user-friendly, responsive website that allowed YWCA Canberra to upload and advertise properties seamlessly. The UX was designed to be familiar and intuitive, ensuring users had an easy experience similar to what they are accustomed to when browsing for homes. The website has continued to serve as a valuable resource in YWCA Canberra’s outreach efforts. It has grown and scaled with the service, adapting to new needs and supporting their mission effectively.

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