Kooky is the Build to Rent arm of Delph Property Group.

Working closely with Delph Property Groups wider consultant and operations team and in particular group MD Howard Crocker, we created a comprehensive Brand Design Guide.

This project involved the textbook application of the ‘Brand before Building’ methodology in the creation of the Kooky BTR offer.

Once this vital information was established it was applied to the role out of Delph Property Group’s emerging portfolio to provide clear, consistently communicated design expectations that would be uniformly applied across the growing estate – defining the tangible and intangible aspects of their BTR offer in the form of a  ‘BTR Brand and Design Guide’.

The Brand and Design Guide helped to define the multiple outputs and inputs needed to deliver the BTR business plan. Setting out how they would establish and keep a connection with their customers - providing the DNA of customer loyalty.

The first project was in Leicester, and the Brand Design Guide was able to inform the composition of the scheme’s general arrangement – taking a scheme designed originally designed for sale purposes and optimising it for BTR purposes. A significant benefit of this involvement in practical terms was the application of BTR apartment layouts that resulted in an additional 4 apartments per floor level – increasing the overall apartment count.