Occu Brand Development

To meet the fast-growing demand for rental homes in Dublin, SW3 Capital entered the market with a new build-to-rent scheme of apartments that are purpose-built for renting. Rowdy was appointed to name, position and develop this new brand that will lead the way in putting renters first.

We articulated SW3 Capital’s vision: setting the standard for a new generation of renting – smarter, benefit-focused and centred around the needs of our residents.

The brand’s name needed to reflect this ambition. ‘Occu’ gives us everything we needed: a soft, confident sound that plays on the word ‘occupy’ while placing the emphasis on ‘you’. The proposition ‘Living with Occu is easy, all you have to do is move in’ is central to our brand story, with the tagline ‘Better renting. That’s different.’ to cut through a challenging marketplace.

We have helped define Occu’s tone of voice – warm, friendly and transparent – which is brought to life through a playful identity and a series of 8 hero illustrations by Andrew Rae that highlight the joy of finding a place you can love to live. We’ve brought the brand to life across a website, social media, print applications and much more.