Moda - A lifestyle brand

Build-to-Rent: a positive lifestyle choice

Many companies say they want their brand to stand out from the crowd, but few pursue that aim as resolutely as Moda. In a competitive sector, stylish homes and city centre locations were no differentiator. So, the Moda team proposed to develop an all-encompassing, lifestyle-first brand that showcased the best aspects of inner-city living.

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We created a brand that positions Moda as “a lifestyle, not a landlord“, shifting the focus of renting away from a negatively perceived transaction towards a positive, active lifestyle choice.

Our challenge was to communicate that proposition, even before the first homes became available.

We worked closely with Moda to develop a tone of voice that was (intentionally) a bit Marmite. Visually, alongside a contemporary logo built around the M, we opted for striking metaphor images creating a tapestry of city life.

A powerful messaging framework was created to articulate the Moda way of living to consumers and rolled out across all marketing channels. Our bold, statement-led messaging significantly informed the creative across digital and traditional marketing. 

The website is a showpiece launching Moda as a challenger in the Buy-to-Rent market, knitting together the master service brand with the individual place brands using impactful messaging, realistic CGIs and city-centric photography.