Managed
Managed is a property platform that puts renters, owners, agencies and tradespeople in one place: rent and bills, tasks, compliance certificates and the money itself, instead of four inboxes and a spreadsheet. It sells through agencies, and every agency wants their own name on it, so the challenge became building an identity confident enough to sell the product and quiet enough to step aside the moment somebody else’s colours arrive.
A white-label brand with an opinion
A white-label brand is asked to do two things that cancel each other out: be recognisable enough to sell, and quiet enough to disappear behind whoever bought it. The easy answer is to have no opinion, which is why so much property software looks like paperwork. We wanted Managed to have one.
Whose colours the reader is looking at
So we split the brand in two. The purple, the mark and the illustrations belong to Managed, and they run everywhere Managed speaks under its own name. Inside the product the colours belong to the agency, so a renter logs in and sees their agency, not Managed.
Renting, drawn as an ordinary day
Renting is usually drawn as a problem: paperwork, queues, chasing someone for money. We drew the opposite. The illustrations show renters, agents and landlords carrying on with their day, because that is what Managed does for them. The rest of the brand follows the same rule. The colour, the objects and the type are there to make renting feel light and a little fun, not like another thing to deal with.
