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Re-imagining home ownership for a new generation.

The Problem to Solve

Key, a start-up focused on re-imagining the model for home ownership, had reached a key milestone in their early-stage company as they prepared for a soft launch that included a number of significant investor pitches. They were challenged with both a lacklustre identity that failed to live up to the bold ambitions of their founding team, as well as a complicated business model that needed a clear and compelling brand narrative to attract potential homeowners and investors alike.

Our Solution

The Garden worked closely with the Founders and their CMO on a “start-up paced” mission to craft a brand strategy and new brand identity that would excite people, signal change, and create the shift in mindset necessary to get the world to buy in to a radical and revolutionary approach to home ownership for the future. One that would make mortgages feel like an outdated concept of a bygone era.

The Results

Response to Key’s co-ownership model has been tremendous with over 50 Owner-Residents moving in and a waiting list of over 5,000 prospective residents. Key continues to acquire new properties in their original markets of Toronto & Calgary while also expanding into Kitchener-Waterloo and Edmonton.

Key continues to enhance the owner experience, launching an app that offers anytime access to a personal dashboard including a breakdown of their co-ownership interest, equity earned, and monthly payment tracking.

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