LOFT IS LIVING MADE EASY
WEB DESIGN
BRANDING &
APP DESIGN
PRODUCTION:
SEVENTY AGENCY
CONTACT
Loft Is Living
Made Easy
REALPAGE: PROPERTY MANAGEMENT
BRAND LAUNCH
Today’s renters expect more modern, elevated living experiences, and data shows they’re more likely to choose and renew properties that deliver this. RealPage, a US-based property management company, seized the opportunity to enhance the resident experience by creating LOFT™ — the first all-in-one app for residents and property managers. Serving both audiences with a B2B2C approach, we developed a fresh, hassle-free brand identity that simplifies the leasing journey with a relaxed, personal tone, redefining the resident experience.
Reflecting the hassle-free brand personality into the app and website experience was key for LOFT. Despite the high level of functionality in the app, we used a less-is-more approach with intentional design decisions and intuitive navigation, removing anything that wasn’t necessary.
Renting brands are often dull and administrative things - not Loft. We used a fun retro colour palette with healthy servings of carrot, mauve and blush to define the new Loft brand as an exciting alternative. Leather and beige are less fun but super-handy for legibility.
Even though Loft serves both residents and property managers, we focused entirely on the resident experience — because in a B2B2C world, happy residents mean happy managers. We reflected this by showcasing diverse, relaxed residents in the imagery and crafting a unique reverse-contrast logotype to make the brand stand out.
Loft is here to help and to make life easier for renters. The Loft tonality is helpful, positive and practical. Loft offers helpful tips, connects people to the local community and removes the stress from the whole renting journey. To carry these positive, helpful messages we used a warm and friendly serif with just the right mix of readability and decoration.
More Work
One Plus
Nord Launch
ONE PLUS
PRODUCT LAUNCH
An Icon In
The Making
CANCAN
BRAND LAUNCH
