New brand strategy, identity and software for the first PropTech startup in the UK to champion the needs of residential landlords across all aspects of the letting experience.
Context.
Mashroom brings consolidation into the lettings market, by providing a one-of-a-kind platform to landlords and tenants for all core activities in residential property management, easily accessible and trackable on any device. Our task was twofold: 1. develop branding, including a distinct positioning, visual identity, and tone of voice, and 2. integrate our design & development apostles into Mashroom’s core team to build the platform from MVP to full product. Three years from the launch, there are thousands of landlords signing up every month, with a 300% year over year growth.
Strategy.
In close partnership with the client’s team, we embarked upon a phase of research into the competition, audience needs and sector insights. After a lot of product engagement analysis and a lot of trial and error, we came to position Mashroom as the landlord’s comfort zone, a space where landlords have all the tools and resources at their fingertips, as well as miraculous deals on insurance and property financing. At the heart of the brand strategy came a focus on nurture, guidance and education.
Identity.
With the message of nurture and support at the heart of the brand, we created a vibrant identity balancing a sense of warmth with the charisma and authority essential to match the brand’s ambitious positioning as mentor, advisor and guarantor. The logo evokes welcome and support with the letter ‘m’ reaching out to uphold its neighbour, while the palette is rich and varied, giving us the flexibility to cover a wide range of audiences and communications.
Support.
Mashroom’s marketing strategy is driven first and foremost by educational content. We created templates for the team’s weekly webinars, newsletters and blog, set up social media channels, and prepared an editorial policy for: live phorogtaphy, illustrations, storytelling.
The platform.
The challenge was to help Mashroom expand their existing minumum viable product and set up workflows & processes for continuous development with regular releases based on a cutting-edge technology stack (Golang, React, GraphQL, microservice architecture). We tailored a team of 10+ full-time experts (front/back end developers, analysts, QA engineers among others) and helped the Mashroom product team achieve their ambitious goals, releasing 10+ features every month enabling Mashroom to transform into an all-inclusive multi-functional ecosystem that provides the infrastructure, tools and education for seamless property management.
Results.
Mashroom has over 1,000 properties listed on the platform, attracting over 10,000 landlord registrations, and over 40,000 tenants in the year following launch.