An open source brand and design system to put the politicians on notice and deliver real change for all renters.
Home-ownership in New Zealand is at a historic low and half the population are renters. But rental housing is unhealthy, unaffordable and insecure. The brief required a brand that was versatile, unifying, honest and inspirational.
It also needed to work on the street to inspire activists and the public and in the corridors of power. It needed to be cost-effective to use in print and engaging online.
Most importantly, it had to address a massive deficit — the voice of tenants was totally absent from all public discussion about the worsening housing crisis and an out of control rental market. It needed to establish ‘renters’ as an identity — to bring all renters together to fight for a fair deal.
We began with the name. At the time, the only representation of tenants in the media was as villains in a low-brow reality TV show: “Renters”. So we reclaimed “renters” and used it with a clear statement of unity and action. Together, these concepts became “Renters United!”
We created a direct, open source and versatile brand with guidelines so straightforward they could be used consistently with integrity and impact by anyone in the activist network. Ideal for quick turnaround, low-cost leaflets and posters, it can also be dressed-up for high impact formal reports, such as the People’s Review of Renting.
Renters United has gained immediate traction in the media and with the public.
The quality of the identity design allowed Renters United to punch well above its weight, making politicians pay attention to renters for the first time. Renters now have a powerful voice and it’s not going away.