Transitioning from FidoRent, we shaped a brand aligning with fresh objectives. Explore our journey and discover the birth of Leasy.
Over the past few months, we made the strategic decision to bid farewell to our former product—a B2C financial service tailored for a young, digital audience. In its place, we proudly introduce our latest venture: a property management software with a robust financial focus. This innovative platform empowers property managers to streamline operations, particularly tasks related to accounting, and optimize revenue generation.
The shift from our previous offering, FidoRent, to this new property management software necessitated a significant transformation. The foundations that led to the creation of FidoRent no longer aligned with the demands of our current product. This realization prompted us to start afresh—with a new name, a new logo, and a new brand.
But how do you construct the brand identity of a young, digital startup entering a domain that demands seriousness and professionalism, especially for a target audience not entirely comfortable with technology?
Let's explore how we've navigated this transformative process.
Our journey started with a step back, a moment to reassess and redefine the very core of our brand. Through workshops involving the entire team, we gained insights into the perception of the new brand and uncovered the foundational concepts that hold significance for our founders.
Beyond the brand itself, we delved into our mission and values—looking a decade into the future, discussing the positive impact we aim to bring to the world. We extensively discussed our company's identity and what each value truly means for us.
Our values were categorized into "internal" and "external". Internal values embody our conception of an ideal company for our employees. Our collective perspective shapes the way we navigate this journey together, fostering an environment that resonates with our shared ideals and values.
External values, on the other hand, delineate our commitment to customer interactions. Acknowledging the critical nature of the matters we manage for our users—personal data and banking information—we recognize the responsibility inherent in these tasks.
After establishing the core of our brand, the pragmatic challenge emerged: determining the personality and tone of voice that would define us. Here, we faced a significant hurdle: being a company propelled by young, innovative minds with a digital mindset while catering to a target audience more formal and traditional, the real estate industry. Adding complexity, our product deals with sensitive information daily, demanding a strong sense of stability and trust.
We employed the Aaker Personality Model to distill our brand expression into three main characteristics: Honest, Reliable, and Up to Date.
“Honest” and “Reliable” are two "stable" dimensions that echoed the professionalism and trust emphasized earlier. These dimensions also mirrored the principles embedded in our core values. However, we introduced a third dimension: "Up to date." This choice underscores our commitment to innovation, an integral element that sets us apart from the conventional. It is also a distinction point in the actual market.
In essence, our brand personality is a fusion of stability and trust, woven with threads of innovation—a delicate equilibrium that reflects our commitment to professionalism, trustworthiness, and constant evolution in the ever-changing landscape of the real estate market.
Our selected tone of voice is a delicate balance between formality and informality, between casual and serious. We aim to communicate directly and transparently, fostering a sense of approachability, yet ensuring that every word carries the weight of credibility. The balance between casual and serious tones is a deliberate choice to balance between our dynamic, innovative spirit and the need for professionalism in our industry.
Choosing a name was a formidable task, but one worth presenting. Leasy, born from the union of "Lease" and "Easy," encapsulates our essence.The name emphasize that our product is not just easy but approachable for everyone, regardless of their digital background. The inclusion of "Lease" strategically nods to our market, establishing a clear connection.
Leasy—a fresh, internationally resonant name, easy to pronounce and explain.
To define our visual identity, we curated a moodboard incorporating elements reflective of the different aspects of our personality.
Honesty/Reliability:
Color Blue: Symbolizing trust and seriousness, the classical blue traditionally instills a sense of calm.
Serif Font: Opting for a serif font for the titles underscores our commitment to a more serious and editorial aesthetic. This choice reinforces the essence of honesty and reliability, aligning seamlessly with our brand values.
Digital/Up to Date:
Gradient, Layer Blur, Smooth Shapes: Embracing the digital era, we introduce a dynamic blend of gradient, layer blur, and smooth shapes. The gradient, tinged with a hint of purple, injects an innovative vibe, marking our departure from the conventional. Layer blur and smooth shapes further contribute to the contemporary feel, underlining our commitment to staying up-to-date in a tech-driven landscape.
This moodboard guided our choices in colors and typography.
Crafted from light blue to a bluish shade of purple, our gradient introduces movement without delving too deep into the purple realm. This nuanced gradient is a visual representation of the dynamic nature we aim to convey.
The core of our color palette revolves around two primary solid colors extracted from the heart of the gradient: blue and indigo. This dual-tone approach is a strategic decision, catering to slightly different needs across various contexts.
Blue: This timeless hue, being more subdued and serious, serves as an anchor, offering balance when paired with the gradient. Its role is to maintain a sense of stability and trust, aligned with our brand values.
Indigo: A shade more on the modern side, indigo takes the forefront as a primary color in scenarios where the gradient isn't employed. For instance, in the dashboard, where relying solely on blue may risk appearing too plain, indigo injects a touch of contemporary flair.
The main font of the new brand is Castle Begale, a serif font with a strong personality and a modern vibe. It’s a great font but is right only for big titles and statements. For longer subtitles and texts, we choose to pair it with Urbanist, a Google Font with rounded lines.
Our logo features a logotype with a stylized home nestled within the letter E. This choice positions the E as the focal point, accentuating the dual significance of the brand name—Leasy. The letter E also transforms into a standalone logomark when needed.
As we transition from FidoRent to Leasy, we've meticulously crafted a brand that encapsulates simplicity, innovation, and trust. Every decision, spanning from defining core values to curating a dynamic visual identity, speaks to our dedication to a forward-looking perspective in property management.
But yhe journey with Leasy is just beginning, and we invite you to stay tuned as we unveil the exciting chapters ahead. Join us on this adventure to witness the evolution of Leasy—where simplicity meets innovation, and the future of property management unfolds.