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ARL Rebrand Case Study
The Challenge Behind the ARL Rebrand
The Association for Rental Living (ARL), a not-for-profit organisation formerly known as the UKAA, partnered with Harrison Brands to redefine their brand identity, reflecting their growth, maturity, and expanding influence in the rental living sector.
In addtion to the renaming, we created a cohesive brand strategy and continue to support the ARL with marketing, website refinements, and branding assets for their events, including the annual conference and expo.
Our ongoing collaboration ensures the ARL remains a leading, authoritative voice in the industry.
Our Strategic Approach:
Stakeholder Engagement:
We conducted 15 in-depth stakeholder interviews. As a result, we gained valuable insights.
We also conducted a brand workshop with 25 stakeholders to uncover the ARL’s core truths and opportunities.
Brand Identity Development:
Designing a cohesive identity that represents the diversity and authority of the ARL’s membership.
Website Refinement:
For example, we created a user-friendly, impactful platform to communicate the rebrand effectively.
Marketing Strategy:
Delivering targeted communication efforts, resulting in the best-performing LinkedIn post of the year.
Results and Measurable Impact
ARL Rebrand Case Study Results:
Membership grew to over 350 organisations, representing 83% of the operational BTR market.
A record-breaking attendance of 400 delegates at the ARL Annual BTR Conference 2024, showcasing the new brand identity.
Website traffic increased by 35% in Q2 2024, following the rebrand launch.
The new visual identity and messaging led to a 25% increase in email open rates and a 30% rise in click-through rates in ARL’s marketing campaigns.
In addition, enhanced media reach, this resulted in 188 earned media placements and a 154-million-strong audience in 2024/5.
What We Learned
The ARL’s rebranding journey, led by Harrison Brands, has solidified its position as a vital, influential voice in the rental living sector. Therefore, looking ahead, we continue to support the ARL in building a forward-thinking brand strategy for 2025 and beyond.