LOFT Living by RealPage

Background

Today’s renters expect more from their living situations, and data shows they’re more likely to select and renew a property when offered a more modern and elevated experience. US-based property management company RealPage saw an opportunity to substantially improve the resident experience for renters and property managers by building the first app with everything residents need in one place.

Challenge

The brand needed to serve two key audiences: the property managers and the residents. This B2B2C approach made the project more complex, where creating a trailblazing brand that truly connected to its users was crucial. How could we build a brand that completely redefined the resident space while serving such different target groups?

Solution

We captured the essence of what the product is actually about — and made it simple by introducing LOFT™. Elevating how the brand streamlines and simplifies the resident journey, we created a hassle-free and personal identity with an easy-going, relaxed tonality that supports the seamless leasing experience of RealPage.

Hassle-free

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.

Happy days

Because LOFT takes away the hard work of renting, residents now have more time to relax and enjoy what they love the most. To reflect this, we used an image style full of diverse and vibrant residents being themselves and doing whatever. We also crafted a distinctive logotype with reverse contrast to add more uniqueness to the brand.

Carrot
and blush

Renting brands are often dull and administrative. 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.

Tonality

The 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.

LOFT IS LIVING
MADE EASY

Background

Challenge

Solution

Hassle-free

Happy days

Carrot
and blush

Tonality

Client:

Agency:

Background

Challenge

Solution

Hassle-free

Happy days

Carrot and blush

Tonality

Client:

Agency:

Carrot
and blush