Future Neighbourhoods – Designing Happy Homes and Caring Communities

Developing a brand asset strategy to support five year plan to create progressive new neighbourhoods

Brand Asset Strategy

Get Living are respected leaders in the build to rent field, with innovations including ditching deposits and fees, allowing redecorating and introducing three-year tenancies and resident-only break clauses as standard. With a five year plan to create progressive new neighbourhoods, and over 15,000 homes in major cities, they came to Crowd DNA to inform a brand asset strategy that would:

+ Bring context to their vision for neighbourhoods, placemaking and community spaces

+ Define what Get Living builds

+ Develop a service proposition to benefit their renters

Get Living Logo

Project Design

+ Semiotics, trends exploration and KIN network input, with our Crowd Signs team unpacking the codes and future meanings of how people will relate to their homes and neighbourhoods

+ Quantitative work from our Crowd Numbers team, sizing and defining the needs of the target audience (in the UK and China), and optimising the offer through feeding back on trends defined in the Crowd Signs phase

+ Qualitative work from our strategic insights team, exploring the home and community needs of the target audience

Addressing Immediate and Longer Term Goals

The trends and qualitative work provided tangible strategic recommendations for innovation – from minor tweaks to marketing, to major shifts in offer – and were sized through quantitative research in the UK and China, validating the scale of the opportunities, and the physical manifestations that were most appealing to renters.

We validated these insights through the quantitative work, culminating in a conjoint model, helping the team to understand the associated values and demands for aspects of building design and service. This will be used to inform the optimum mix of property offerings.

Framing our work around Get Living’s key dimensions of space, time and choice, we workshopped with their CEO, senior team, architects and investors to define brand communications; also how to utilise trends to inform the design of future projects, and to optimise living environments for their residents.

Another priority was effectively socialising the findings across the business. We achieved this through film outputs and consulting on how best to make sure the results stay prominent in Get Living’s business eco-system.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.