Helgi

Helgi is a new residential rental brand built around a simple idea: renting should feel calm, fair and properly looked after.

We were appointed to create the brand from the ground up and deliver the digital platform that would introduce Helgi to market, define its proposition and support leasing activity across multiple locations.

The result is a brand and website designed to communicate Helgi’s long-term residential philosophy clearly, while providing the operational flexibility needed as the business grows.

As a new entrant to the residential market, Helgi needed more than a website. The business required a clear identity, a distinctive proposition and a digital platform capable of supporting both brand launch and live leasing.

The challenge was to create something that felt differentiated within a crowded residential sector, avoiding the familiar visual language often seen across build-to-rent and institutional housing brands.

At the same time, the website needed to function as a practical operational tool, integrating directly with MRI Software so available homes could be surfaced accurately in real time.

Key priorities included:

• Creating a new brand identity and tone of voice
• Explaining the proposition with clarity
• Integrating live property availability
• Building a flexible CMS for future schemes and growth
• Creating a platform that could evolve alongside the business

We developed the Helgi brand and digital experience as one connected system.

The branding focused on clarity, calmness and confidence, reflecting Helgi’s long-term approach to renting and the thoughtful nature of the homes themselves.

For digital, we designed and developed a headless website using Strapi, giving the Helgi team full flexibility over content, future locations and ongoing platform development.

The site was fully integrated with MRI, allowing live onsite property listings to be pulled directly from the property management system and presented within a seamless front-end experience.

This means prospective residents can browse live availability through the website, while Helgi’s team continues managing inventory through existing operational systems.

The launch gives Helgi a digital presence that feels aligned with its proposition: calm, thoughtful and straightforward.

It also provides a strong operational foundation, with live property availability integrated into a platform built to support future growth.

By combining brand creation and digital delivery in one process, the project created continuity between how Helgi looks, how it communicates and how it functions.