Built for rent. Designed for life.
A new development of 225 apartments in Salford, The Slate Yard is Legal & General’s first-ever built-to-rent project. Our task was to establish a profile for Legal & General’s ‘Built-to-Rent’ offer, positioning the company as a leading operator providing the best quality and service in the sector.
The challenge was to shift perceptions of renting, positioning it as aspirational and perfectly suited to modern living – a lifestyle choice rather than a necessity.
The Slate Yard brand and identity was developed to be inspiring, crafted and honest, delivering its message through a quick-start guide to moving in, website, hoarding and advertising campaign.
Within a month of the brand launch, a third of the apartments had been reserved.
The Slate Yard is the first of a number of built-to-rent schemes on which we continue to work, building the profile of Legal & General by delivering a consistent message about what benefits built-to-rent brings while producing unique and credible names and brands for each project.