Tricon Residential, one of North America’s largest owners and operators of rental homes and a Blackstone Real Estate portfolio company, has unveiled, via creative agency American Haiku, a major brand refresh centered on its long-standing commitment to resident care.
The new identity was developed by FUNDAMENTALco, the value-creation consultancy spun out of Blackstone. While many rental brands compete on pricing or amenities, FUNDAMENTALco identified a far more meaningful differentiator: Tricon’s hospitality-first culture, shaped by years of service training inspired by organizations like the Four Seasons.
This insight became the basis for a complete brand transformation across the United States and Canada. The refresh includes a redesigned visual identity, website, signage, uniforms, and every resident-facing touchpoint. The warm orange palette and family-focused photography create a more welcoming tone, replacing a corporate feel with something richer and more residential.
To introduce the new identity, American Haiku created a campaign that centers on the daily work of Tricon’s maintenance managers. The series, titled “A Life in the Day of Marty,” highlights the moments that define the resident experience. These include careful preparation before a move-in, hanging a solar system in a child’s room, and offering empathy during a difficult day. The campaign is anchored by four thirty-second films. Take a look below:
Tricon leaders describe the effort as an authentic reflection of the people behind the brand. “Our people deliver out-caring service to residents every single day, it is what makes Tricon who we are. This brand refresh brings that culture and commitment to the forefront. We wanted our brand identity to better reflect the genuine care, the attention to detail, and the service our teams provide. It is not about a different look, it is about ensuring our brand reflects the people and mission at our core.” Gary Berman, President and CEO, Tricon
“Every Tricon employee we spoke to embodied this incredible commitment to caring for the residents. This sense of decency and ‘doing things right’ permeated every conversation we had with them,” added Thom Glover, Founder and CCO at American Haiku.
“We consider ourselves specialists in building worlds for brands. Having the opportunity to collaborate with FUNDAMENTALco, who are at the apex of their field in a slightly different discipline, helped deliver the best possible campaign for Tricon. We look forward to partnering with them again for future projects where strategic clarity and creative storytelling can come together to push the category forward,” noted Glover.
By grounding the refresh in the lived reality of Tricon’s teams rather than in surface-level design changes, FUNDAMENTALco and American Haiku have helped the company articulate a more meaningful and resonant identity at a time when expectations around renting continue to evolve.
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