The brand ‘Tribe’ as ‘tri’ means three and ‘be’ refers ‘to be’ or ‘to live’. The name is strong, simple and suggests a clique or following.
We chose to use a bold Arial black font to reflect the typography used by The Stone Roses. The slanted ‘i’ echoes the diagonal lines used in The Hacienda branding and the roaming dot of the ‘i’emulates the artwork on New Order’s Movement album cover. ‘Be’ was higlighted at the end of ‘Tribe’ to confirm the community element of the blocks.
We worked with a specialist advertising agency to supply branded Tribe bikes to be strategically placed around the city as well as ‘clean’ reverse graffiti to be stenciled on key pavements. This bold advertising technique was devised to be attention grabbing and encourage interest in Tribe.
A social media competition searching for the most imaginative photo of a bike or graffiti was launched to encourage budding creatives to engage with the brand. £200-worth of Amazon vouchers were awarded to the winner.
To give an even more authentic vibe the apartments were opened by Manchester music icon Clint Boon of the Inspiral Carpets and Manchester leading Radio station XFM.