Independent creative agency Chello has developed the brand strategy, identity, and launch campaign for Haiku, a new build-to-rent (BtR) brand created by global real estate firm Greystar in partnership with Kantar.
Haiku marks Greystar’s first local brand entry into Australia’s BtR sector, a market expected to quadruple by 2028. Chello led the end-to-end development of the brand, encompassing naming, brand architecture, identity design, digital experience, and a national campaign.
Chello’s Haiku brand identity
Tom Dabner, Creative Strategy Lead at Chello, said the team sought to break with category norms by centring the brand around renters. “It’s a rare project where strategy, identity and campaign vision clicked from the start,” Dabner said.
Positioning renting as aspirational
The launch campaign, built around the proposition “Rent proud. Own life.”, aims to reposition renting as a lifestyle choice rather than a fallback. Chello collaborated with Rocket and Intelligent Mobile on a renter-centric digital experience and rolled out a bold multi-channel creative strategy.
Greystar’s Head of Marketing, Jade MacAuslan, noted the distinct positioning was key for the brand’s local debut. “Chello’s narrative flip to champion the ‘rent proud’ gives us a point of view that works not only to build our brand, but to build the category.” she said.
Haiku’s first two properties, The Gladstone in South Melbourne and The Claremont in South Yarra, are now open. The Gladstone is currently Victoria’s largest BtR development.
Chello expands client roster
The engagement with Greystar concludes a strong growth phase for Chello, with new work across sectors including health, education, and tech. Recent client additions include Qantas, Accor, AICD, AIA, Fresh Clinics, InDigital, SoSafe, Saint Ignatius’ College Riverview, TeamForm, ShareGratitude and the Sydney Fringe Festival.
Lindsay Rogers, Co-Founder and Managing Director at Chello, said the Haiku work exemplified the agency’s core strengths: “Building a brand from the ground up with strategic clarity and a clear point of view.”
Credits:
Chello
Drou Angelides – Group Account Director
Olivia Martino – Account Manager
Tristan Velasco – Co-Founder & Creative Director
Natalie Wong – Associate Creative Director
Tom Dabner – Creative Strategy Lead
Chesca Ruta – Design Lead
Megan Maddison – Designer
Anna-Marie Kwakye – Designer
Charlie Roberts & John Kerswell – Copy & Naming
Nicola MacAlister – Copywriter
Ceri Jones – Senior Producer
Lauren Barrett – Producer
Jaron Lionel – Senior Video Creative
Greystar
Jade MacAuslan – Head of Marketing
Rocket
Mariano Di Lascio – Digital Director
Sam Lucas – Senior Account Manager
Davy Dubouchet – Head of Design & Web Development
Kantar
Dan Robertson-Jones – Partner, Consulting by Kantar
Irene Joshy – Regional Creative Head, Kantar Insights APAC