The Project

Situation:
BB Living was the first to enter the ‘build to rent’ category but over time they had lost their leadership advantage, which had a significant impact on their expansion plans.

Objective:
Create a disruptive position in the ‘build to rent’ category to enforce a leadership position.

What we did:
Developed a strategy that was centered on bringing joy and personality into the cold and corporate world that the category represented. This strategy was the jumping off point for brand identity, brand book, website, social plus event and activation ideas that embodied this new joyful positioning. Publications like the Wall Street Journal have already praised BB Living’s new approach to building communities.