Clerys: The Archives
Curating a public exhibition to mark the significance of Clerys in Irish history…
In late 2019, SW3 Capital were preparing to enter the market with a new build-to-rent (BTR) scheme in Dublin—providing top-quality homes with added services and amenities. To ensure its success, the scheme needed a brand that signalled a new era for renting. Where it’s simple, straightforward, and stress-free.
As a relatively new concept in Ireland, SW3 Capital needed a creative solution that would successfully introduce BTR to the Dublin market. To do it, our team immersed themselves in the needs and opportunities across the Irish property landscape—learning of the sharp increases in employment opportunities, and ongoing lack of availability leaving renters without choice or flexibility. To highlight a new way of renting, we wanted to set the standard for the next generation of flexible living—amplifying the simplicity, ease and desirability of the scheme.
Every element of the brand demonstrated this vision for better renting: from the name ‘Occu’ (exploring the element of ‘occupying’, while placing the emphasis on ‘you’), to the conversational tone of voice showcasing the seamless, honest, flexible, next-level service offered in the scheme. To bring the emotional core of ‘Better renting. That’s different.’ to life, we then crafted an identity centred around a playful illustration style by Andrew Rae—highlighting the joy of finding a home you love to live in.
To introduce Occu to the market, we developed a suite of icons and mini illustrations to support all of the brand’s outreach and communications across print, digital and social. Upon launch, the campaign led to record interest and engagement—with the first and second phase of Occu’s initial development reserved within four weeks. In the year since, the brand has gone on to successfully launch 10 new developments.
“The team at Rowdy have been instrumental in creating a brand and value–set that are at the heart of everything we do at Occu. From early concept stage, through to market launch, the process was seamless, inspiring and fun. We are hugely proud of our business and Rowdy are now very much part of that. Occu has exciting plans for the future and will continue to work closely with Rowdy in achieving our goals.”
2020 Bronze for Best in Branding
2019 Archive selection
2021 Bronze for Best Visual identity for Property
2021 Highly Commended for Best Strategic or Creative Strategy for a New Brand