me&dave Creates Lifestyle-led Brand Design Strategy for Canary Wharf's Vertus

me&dave Creates Lifestyle-led Brand Design Strategy for Canary Wharf's Vertus

me&dave recently created an innovative, lifestyle-led branding strategy for Canary Wharf Group's first-ever build-to-rent (BTR) development, Vertus. Bringing 'Residential Leasing' to London, Vertus - which comprises three high-spec apartment blocks - introduces a new standard of build-to-rent, including self-service bars, communal lounges, terraces, screening rooms, guest suites, and an events program, as well as access to the vibrancy and culture of Canary Wharf.

BTR is a relatively new sector that's misunderstood by many, so me&dave were brought on board to dispel any myths and celebrate this new, innovative and refreshing approach to renting residential accommodation. It was essential, too, to attract people from beyond the boundaries of Canary Wharf.

"Research shows that we are moving towards an 'access' rather than 'ownership' society," said Mark Davis, creative director, me&dave. "So it stands to reason that renting in the BTR space should tap into this new subscription mentality. Our approach needed to reflect this totally new thinking.

"When it comes to branding a venture such as Vertus, of course we needed to celebrate the amazing apartments, the views, the location and communal social spaces. But we also had to get across that, as a country that's approaching a rent-versus-mortgage tipping point, Vertus represents something big and exciting. A new way of living that embraces the positives of BTR and makes it attractive.

"So there needed to be a big shift in messaging - we're not compensating for lack of ownership here, we're celebrating a modern lifestyle choice. Leasing a Vertus apartment is something to be proud of, freeing you from the commitment of ownership and providing access to a flexible, experiential lifestyle."

The team at me&dave created the brand strapline 'Lease It Like You Own It' to represent the fact that BTR doesn't play second fiddle to homeownership. More and more people want easy access, flexibility and freedom rather than permanent ties, and Vertus is helping to facilitate this shift.

A key part of me&dave's strategy was to differentiate Vertus from private sale, so the lifestyle rewards of a high-end BTR development in Canary Wharf were emphasized. To achieve this, portrait photography captures confident, fulfilled individuals in their leased apartments. Brand messaging drives home that leasing and renewing at Vertus is quick and easy, and, once you're in, you can access the community-focused Vertus lifestyle, as well as everything that Canary Wharf has to offer.

me&dave developed brand guidelines and a straightforward, empowering tone of voice to get across that this is an aspirational but accessible proposition, rather than exclusive, and to dispel confusion surrounding BTR. Coherent messaging exists across all touchpoints (digital, print, OOH, website, corporate brochure, pop-up experiences and stationery), and the language and imagery are decidedly 'non-property,' with Vertus celebrated as a new type of landlord where leaseholders set the agenda.

Photos: Courtesy of me&dave