A story where landlords
are the good guys.
The setup
Student houses. Most of us have been there. Grim, smelly, filled with furniture that’s held together by chewing gum and bad choices. It’s fair to say that most student gaffs aren’t exactly set up for student success.
But Student Cribs are actually different. Houses that actually feel like homes. Quality furniture. Attentive landlords. But like a lot of letting agents they’d been so focused on sales that their brand look and feel had started to wear and tear.
They needed a complete refresh, and then a campaign to match.
The aim
Bring the Student Cribs visual brand and TOV up to their exceptional business standards
Create new brand authority in the market
Educate the audience on their USPS (no deposit, 24/7 service callouts, amazing homes)
Build and market a kickass brand everyone could be proud of
The masterplan
So yeah. Student Cribs were ready for a lick of paint.
For us, that refurb began with a plan built around a single legacy idea. That Cribs were homes where students are the stars. Where everything is geared towards their success, their happiness. and their social lives. But y’know, in a cool way.
They needed a new brand ID (and extensive band guidelines) that their in-house teams could use to unilaterally roll out new assets with complete clarity and confidence. Everything would look incredible, no matter who made it.
To propel this idea into a platform, we created a striking, bold, visual ID that used the star as a template, a motif and even as an accent. The language was stripped back and made simple and direct to watch. With just enough personality for it to feel honest and likeable.
The brand was designed to appear at every level of the costumer journey. From top-of-funnel advertising right through ‘do not disturb’ signs inside the houses.
To announce this new rebrand we also launched a national OOH campaign in the run-up to the new student year. A copy only campaign that boldly heroed Student Cribs’ USPS, and simply pointed out that what’s usual, shouldn’t just be expected.
