LAUNCHING AN URBAN SUB-BRAND TO A SAVVY CITY AUDIENCE

Barratt Homes wanted to launch a new, affordable, central urban living product designed to bring high-quality city apartments within the price range of key workers on low incomes.

We created the brand name SMRT, with a visual identity and word mark suggestive of the inventive and modern use of space that the apartments utilise and a verbal identity that allows people to connect to a product that is more affordable than they might have thought.

'By Barratt' links the product to the motherbrand, creating a dotted line between quality and value in the style of a fashion diffusion label.

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