Greystar and Kantar have collaborated with Chello to develop the brand strategy, identity, and launch campaign for Haiku, a Build to Rent brand tailored specifically for the Australian market.
This marks Greystar’s first local brand in Australia, entering a market projected to quadruple by 2028.
Chello was tasked with creating the Haiku brand from the ground up. This included naming, brand architecture, identity design, digital experience, and the national launch campaign.
The campaign is centred around the concept – Rent proud. Own life. – and aims to challenge the stigma associated with renting by positioning lifestyle as the true aspiration.
“With Haiku, we are establishing ourselves in the rapidly growing build-to-rent space in Australia. Coming in with global experience in Build to Rent, but new to this market required defining a distinctly differentiated position and that’s what the name Haiku and positioning ‘designed for renters’ is.
“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. It’s the meaningful kick in the stereotypes this space needed.”
Jade MacAuslan, Head of Marketing, Greystar
Haiku’s initial locations, The Gladstone in South Melbourne and The Claremont in South Yarra, are now open. Notably, The Gladstone is the largest Build to Rent development in the state to date.
“From day one, we knew Haiku had to stand apart, not just visually, but in its values. By putting renters at the centre, we broke from category conversions and built a brand that feels human, local and built to scale. It’s a rare project where strategy, identity and campaign vision clicked from the start.”
Tom Dabner, Creative Strategy Lead, Chello
In partnership with Rocket and Intelligent Mobile, Chello delivered a website for Haiku that focuses on renters, showcasing premium properties and communicating a lifestyle-first proposition.
“The work we did on Haiku is the kind that plays to our strengths and passions – building a brand from the ground up with strategic clarity and a clear point of view. It’s been a rewarding process, and as we continue to grow across sectors and take on new clients, it marks a pivotal time for Chello.”
Lindsay Rogers, Co-Founder and Managing Director, Chello
Chello has seen sustained growth, undertaking new projects across various sectors including education, health, tech, and the arts. Their client roster includes Qantas, Accor, AICD, AIA, Fresh Clinics, InDigital, SoSafe, Saint Ignatius’ College Riverview, TeamForm, ShareGratitude, and the Sydney Fringe Festival.
