Moda Living
Luxury living reimagined. As Head of Creative, I led the evolution of Moda Living’s branding into the UK’s benchmark for amenity-led, build-to-rent communities — from the master brand through differentiated neighbourhood brands — blending agency-calibre creativity with specialist place-making.
Moda Living, founded in 2014, has grown into a leading player in the UK’s build-to-rent market, spanning major cities like Manchester, Liverpool, Birmingham, Leeds, Edinburgh and beyond. With ambitious expansion underway, over 20,000 homes in the pipeline and institutional-backed developments, the brand needed a creative direction that matched its investor credibility and elevated living experience.
The challenge: establish Moda not just as a rental provider, but as a lifestyle-led cultural force. The task: reimagine and execute the core brand, alongside unique place-based identities for each site. This required managing multiple creative partners while ensuring consistency, relevance, and emotional impact.
Under agency-like rigour, I defined a new creative direction detailing tone, positioning, and asset frameworks that communicated Moda’s DNA — "amenity included… lifestyle redefined". Propositions reflected both the brand's scale and local culture, giving slide decks and presentations visual precision for board and investor buy-in.
Each Moda neighbourhood received a bespoke place brand inspired by its city context — whether New York Square in Leeds, The Lexington in Liverpool, or Nine Elms in London. Drawing on architecture, local narrative, and amenities, these branded identities helped embed Moda into each location meaningfully yet consistently.
I led the creation of full creative toolkits — including brand guidelines, visual assets, campaign direction, neighbourhood materials, and investor presentations. Key projects included the UX/UI design of the industry first “MyModa” residents app, which went onto to win critical acclaim across the industry, paving the way for competitor brands to follow suit. The visual tone depicted aspirational yet approachable luxury, using compelling imagery, typography, photography direction, and amenity-driven messaging.
Working with creative studios and production partners, I ensured high-standard output across digital campaigns, interior collateral, and launch presentations — translating brand strategy into visual narrative and resident experiences.
The brand guardianship and art direction established Moda as the leading rental living operator in the UK — widely recognised for its amenity-led, city-centre neighbourhoods. Site launches became notable events, such as Leeds’ £150m New York Square neighbourhood (fully sold-out first phase; Fitwel-rated healthiest residential building in Leeds). Board presentations and investment assets gained credibility, and the place brands helped communities feel bespoke and locally resonant.