Creating a full brand

Working on behalf of Great Places Housing Group and Plumlife,  collaborating with Sarah Parmenter Marketing and Andy Cadwallader at Planet Amazing, we branded and marketed 3 refurbished tower blocks in central Manchester, now know as Tribe Apartments.

The logo

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.

Mobile-friendly website

The website was designed to be:

  • Dynamic
  • Feature useful drop down menus
  • Eye catching animations and photography
  • Live Google maps
  • Be fully responsive over all devices including mobiles and tablets

Record sleeve brochure

The brochure was created to look like a vinyl record to resonate with the vintage-loving target audience and tap into our Manchester music theme.

Guerilla marketing

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.

Celebrity opening

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.

Award winning

The Tribe Apartments project won ‘Best Low Budget Marketing Campaign’ at Prolific North’s Northern Marketing Awards, be up against beating Money Supermarket’s “Epic Strut” (hot pants and heels TV campaign) and other big industry names.