Jake Gibbs | August 9, 2016
What makes a brand great? In this series we’ll explore successful branding efforts and break down the elements that make the brand a success.
We’ll start with an interesting case study.
How do you take an unsexy product and turn it into a powerful, memorable, competition-dominating brand? You follow the footsteps of Apartments.com.
“Change Your Apartment. Change the World,” claims Apartments.com in tongue-in-cheek fashion. Apartments.com helps apartment seekers find the perfect apartment to live in. With easy-to-use filters and apartment info (rent, location, size, amenities, etc), the website makes consumer lives easy. Apartments.com makes money by passing on leads from interested potential customers to the apartment managers and owners.
Apartments.com competes with Rent.com, ApartmentFinder.com, and ApartmentGuide.com directly. It competes with Realtor.com and Zillow.com indirectly since those websites focus mainly on home buying instead of renting.
Apartments.com understands that a brand has to stand out from the crowd. This inherently means leaving the safe road and venturing off into uncharted territory. They boldly went to curious, fun, and edgy places with the following traits:
Now let’s take a look at how they use design, tone, and words to bring their brand to life.
To get a feel for the tone of their brand, just listen to the transcript of these videos. Note their over-the-top style. It’s quite entertaining and memorable. Get ready to hold back a chuckle or two.
Now let’s move to how they achieve branding through design.
Take a look at these examples from their website, ads, and videos.
To summarize, Apartments.com hit the jackpot with their out-of-the box, hilarious brand. When you think about apartments, any of their competitors begin to feel boring and irrelevant when compared with the fun, future brand that is Apartments.comBack to Blog
Jake Gibbs is a Design Specialist at ListEngage and an expert at designing and building elegant, cross-platform compatible, mobile responsive emails and landing pages on the Salesforce Marketing Cloud. From brainstorming and ideation to polishing the final product, he loves the creative process. Jake has worked with more than 60 clients since joining ListEngage in 2014. Some of his projects have included L’Oreal, Vanguard, Carhartt, Harvard Business School, RCI/Wyndham, Huggies, and Planet Fitness.