Through Hardy’s brand strategy process, we identified the need to flip the script on what a typical apartment rental is like and challenge the stigma of the rental industry. By identifying a target market comprised of people who wanted more than an apartment, a brand was created where people reimagined their rentals as a home, not just a place to put a roof over their head. With solid construction and intentional details, The Vicara is built to last and positioned to expand into multiple locations in the future.