Native Residential

A brand refresh and website for a pioneering, data-driven build-to-rent operator

Native Residential is one of the fastest growing independent build-to-rent (BTR) operators in Europe, and for more than 10 years has been at the forefront of the UK’s emerging living sector, managing more than £5bn of living, commercial and public realm for major institutional, private equity and local authority clients.

A truly Purpose-led business – to create sustainable communities with soul – Native specialise in operating living, commercial and mixed-use communities. As leaders in the design, mobilisation, and running of mixed-use and living assets, Native create sought-after places with a track record of exceptional management, performance and returns for their clients.

View Native Residential website

An architecturally led visual system

Building upon the existing visual identity and brand equity, we refreshed core components of the identity system, developing the colour palette and typography to not only provide more flexibility and legibility across both digital and print applications, but to also provide stand-out and individuality within the competitor landscape.

A rigorous application of a sophisticated brand system

We developed a refreshed brand system to unpack the visual and verbal elements that define and communicate Native's brand personality, values, and messaging. As a data-driven business, operating across pre-mobilisation consultancy, through to scheme mobilisation and ongoing asset operations, it was important we created a clear messaging hierarchy and tone of voice that provided clarity and cut-through whilst still reflecting the energy and soul Native bring to the schemes they create and manage.


Iconography plays a key part in helping communicate the breadth and depth of capabilities and services Native provide across their value-add expertise of consultancy, mobilisation and operations. The icon suite we developed helps to provide a strong visual reference when applied across a range of communications from web and social to presentations and sales-bid submissions.

Mobile-first approach to a modern digital experience

Whilst we always design and develop with technical SEO and responsiveness front of mind, analytics data supported the need to create a site that delivered an equally excellent and uncompromising user experience whether on mobile or desktop, and without any compromise on performance.

Aligning to Native's operating model to provide expertise from consultancy and mobilisation to ongoing scheme completion management, we developed an iconographic 'sign-post' for each value-add component that worked with the broader icon suite we created but offered a slightly redacted and standalone aesthetic.

Better consideration for all stakeholder needs

It was quickly apparent from our initial website Discovery & Focus workstreams that the new website needed to cater for a much broader set of user personas including existing clients and prospects to employees, media and future talent. Key content areas like sustainability were also given more prominence and built-out to provide deeper content and reflect the importance ESG plays within all facets of Native's strategy.

Content syndication and a rich user experience

Adopting content tagging, we delivered a much improved user experience by syndicating relevant information across the site to improve the flow of related content and user journeys. Creating improved relationships between different content types from projects and people to news and insights and, through the application of filtering for deeper content pages within the site, we have delivered a much simpler and intuitive user experience for all audiences.

A flexible platform for future growth

Built on ASP.NET core on Umbraco, the biggest and fasted growing Microsoft.NET open-source CMS in the world, the new Native website has been designed and built with future growth front of mind. By adopting a modular build approach for all of our projects, we can cost-effectively add new functionality through new module design and development as required. Supporting Native's active digital marketing and standalone project scheme website ecosystem, Umbraco also offers Digital Experience Platform (DXP) solutions and integrations to provide added future flexibility and growth opportunities.