Introducing a New Way to Live in Australia’s Most Vibrant Cities.

Opportunity:

With Build to Rent (BTR) a largely unexplored market in Australia, developer Investa was set to introduce a new way of living in and enjoying Australia’s major cities.

Ahead of Indi Sydney’s November 2024 launch (and those of Indi Footscray and Indi Southbank to follow suit), Cassette was engaged to develop the overall marketing and PR strategy: no mean feat for a new brand in a largely unknown sector. Key to this was solidifying a compelling proposition and educating the market on just why BTR was the secret to living it up in Australia’s most vibrant cities.

Approach:

At its heart, Indi was all about celebrating the individual. This meant empowering tenants with the freedom to make their homes their own, a luxury not commonly afforded to everyday renters who were fighting for the right to hang art on the walls.

This sense of freedom and self-expression became the scaffolding around the Indi brand, from which a candid and refreshing personality and fully realised visual identity was built. From here, we led the strategic rollout, meeting our market in their native environments. This included a social media launch, alongside coming soon and launch collateral, all elevated by a suite of fresh hero photography.

Success:

Indi Sydney’s 2024 launch marked a “game changing new option for renters” (REA, August 2025). The success of which will be compounded by its expansion to Melbourne, with Indi Footscray and Indi Southbank launching across 2025 and 2026.