Imagine Less. Experience More.

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  • 2024

  • Design Strategy

Designed By:

Commissioned By:

Assemble

Designed In:

Australia

’Imagine less. Experience more’ was created to deliberately challenge the absurdity of the housing market. Housing affordability in Australia has been declining since the 1980s, but Assemble has a mission to change this. Together, we developed a new campaign platform that delivers on the vision of a fairer housing system.


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE

  • As more and more of us move to metropolitan areas, buying a high-quality home in an Australian city is becoming increasingly out of reach. Assemble is a human-centred property developer on a mission to design new ideas for a better, fairer housing system. They came to us at a key growth turning point. They were scaling from 150 homes to 3,000. However, conversion rates were well below target, with a tough market and many residents deciding not to purchase before the five years were up. This created a significant pressure point for the business.

  • We developed a new marketing campaign and digital experience—‘Imagine less. Experience more’—that helps residents explore Assemble’s apartments and pricing model and deliberately challenges the absurdity of the housing market. To get there we ran design research with 45 people including current, former, and prospective residents. We learned about their hopes, pains and experiences through conversation, usability testing, and co-design. Based on our findings, we undertook a significant evolution to the customer strategy—who they serve, what they offer, how they communicate their value, and the channels they use to reach them.

  • There’s thoughtfulness, inclusion, and empathy in every project we complete at Today. Our human-centred approach allowed us to demonstrate the power of empathy across all stages of business—from strategy, to marketing, to operations. As a result, together we evolved the brand to a position where it makes the systemic challenges of the housing market more personally relevant to the people finding a home with Assemble.

  • “Our research led us to a big shift that needed to happen in how Assemble positioned themselves in the market. Their identity had been firmly rooted in identity as a challenger of the housing market. While this might be true, it didn’t resonate with their audience enough to convert. We sought to evolve their brand to make the systemic challenges of the housing market more personally relevant.” —Belle Woods, Senior Content Designer, Today