BUILDING A BRAND THAT REDEFINES RENTAL HOUSING.

Renters are facing a paradoxical challenge.

Prices are rising, but wages aren’t. Demand is high, but supply isn’t. If you’re lucky enough to secure a place, your lease isn’t so secure. Meanwhile, builders are minimising space to maximise profit—all at the expense of tenants and the environment we all share.

Along came MODEL with an innovative solution to the rental and climate crises.

 

All they needed was a creative partner as determined to break convention as they were.

As MODEL emerged, we launched them into position.

 

We developed a brand strategy from the ground-up, equipping them with the tools to reach renters, investors and partners—unified by their drive to build something better.

‘MODEL is a pretty simple concept: more rental properties, built to a higher standard, without harming the planet.

It turns out that simple concepts like these aren’t so simple to execute. While the complexities of MODEL’s development has been dizzyingly fast-moving, Mustard have been steadfast supporters along the way.

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First, we crafted the name ‘MODEL’ as the simple and literal interpretation of their breakthrough ‘model’.

Along with a new name, came a new way of communicating. A clear and ambitious tone of voice was formed to not only educate people on MODEL’s vision, but also inspire them to support it.

Our logo for MODEL intentionally allows space for the imagination of the viewer. By using an extra bold typeface with filled counters, the design abstracts traditional letterforms, creating a blocky, structural aesthetic that subtly represents the built form.

A collection of candid and figurative photographs set the visual story for MODEL, depicting a warm and relatable environment in which renters could see themselves being a part of.

 

Drawing from the logo’s gentle curved form, a set of patterns and shapes built out the brand elements and toolkit, lending a refreshingly organic quality to the brand’s collateral.

 

The MODEL mission is underway.

 

At the time of writing, they’re in the process of building Melbourne’s tallest residential mass timber building. Aside from bringing 200 much-needed rental homes into the market, the building aims to reduce embodied carbon by 50%, be completely powered by renewable energy, operate at net-zero emissions, and receive Passivhaus certification, 6 Star Green Star rating and a NatHERS rating of 9 stars.

The world is taking notice — as they should.

This pioneering achievement has caught the attention of The Age, The Australian, Financial Review, Architecture & Design, among others. Soon, a new standard in rental living will be set, paving a path for others to follow.

CAPABILITIES DEPLOYED

Strategy

  • Customer and Market Research
  • Brand Strategy and Positioning
  • Comms Strategy
  • Brand Architecture

Creative

  • Brand Identify Development
  • Campaign Development
  • Photography Styling
  • Channel Creative Development

Digital

  • Website Design and Development
  • UX/UI
  • Social Media Management
  • Measurement and Optimisation