There’s a standard script for new home marketing. The promoted lifestyle typically revolves around the nuclear family and the unstated expectations of adulthood. Very few builders trying to sell a home—one such expectation—saw the value in going off script. But Lindvest wanted to do something different. During the rebrand, we made a conscious decision to feature people who were uniquely themselves, who were unconcerned with what was “normal.” The accompanying colours we used in the design were bold, unique, different.