LOFT
Based in the US, RealPage is the leading global provider of AI-enabled software platforms to the real estate industry. We at Seventy teamed up with RealPage to launch their new product — an application that would redefine the resident industry: LOFT.
The new brand needed to serve two key audiences: the property managers, and renters and residents. This complex B2B2C approach made the project more exciting, and creating a trailblazing brand that truly connected to its users was crucial. The challenge was to build a brand that completely changed the resident space while serving such different target groups.
So, how was this conceived? We captured the essence of what the product is actually about — and made it simple. Elevating how LOFT streamlines and simplifies the resident journey for all involved, we created a hassle-free and personal brand with an easy-going, relaxed tonality supporting the seamless leasing experience RealPage created.
Responsibilities
Creating a new brand for a completely new product together with Designer and Strategists
Building a story and identity around the brand that would connect with two diverse target groups
Creating a tone of voice, messaging hierarchy, and tagline
Producing website copy and a brand playbook