Fuga Fuga Case Histories

The Roost Group are proud to be investing in the seaside towns of Hastings, St. Leonards-on-Sea & Bexhill
The founder of Roost is a very successful businessman … he has a thriving recruitment company in central London, a furniture company in Ireland and other successful ventures dotted about Europe … and he could choose to live very comfortably anywhere in the world – yet he chose to remain in Hastings and build a new business in his home town.

Building a business in your home town
Fuga met the CEO of what was then “HanlonRhodes” at the point where his property rental portfolio had grown to such an extent that it required a structured organization to manage it … it was clear that he needed to establish this venture as a successful local business that aligned itself closely to the regional regeneration initiatives.


A shared vision for progress
Meeting the CEO was fortuitous, as Fuga had recently moved its own business to St. Leonards following a 20-year residence in London – we too had seen the potential for a good life in this area, and aligned with the regeneration initiatives proposed by central and local government, we had chosen to dismiss the obvious “creative” location of Brighton and sought out a property right here on the seafront.

Roost in our seaside towns
Working together, we set about turning this personal project and private lettings portfolio into a well-known, highly visible local business through agreeing that we would apply our shared personal experiences of the area and our mutual business and community ethos to the branding and marketing of this new company presence.

Roost — standing out from the crowd
When applying the Roost branding to the core marketing assets of a property lettings company there are certain commercial constraints that come in to play. (If you look around, you’ll quickly notice how remarkably dull and prescriptive the majority of property sales and lettings signs can be) … so constrains aside, we were able to make the Roost brand stand out through clear typography, striking colour and a certain fresh and “sunny” appeal befitting the coastal property marketplace.

Fuga worked across the board developing signs, posters, scaffold promotions, banners, advertisements and their HQ facia to be ready for an overnight launch to cover their 100+ properties. Flooding the seaside with colour and a new message, on a very windy 11th of May in 2005, we turned a previously invisible business into a new force to be reckoned with by the property marketplace and something refreshing and appealing to the inhabitants of Hastings, St. Leonards and Bexhill.

To coincide with the launch we also introduced a regional advertising campaign that used bespoke seaside photography and emotive copywriting to highlight just how this area is changing for the better and promote the many benefits of living in this part of the world. No hard sell, no estate-agent speak … but rather a true celebration of coastal living and the introduction of a property company that cares about its properties, its tenants and its seaside towns.

A successful local business
The results of our campaign were tremendous – we were told that within a week of launching Roost, almost every property in this extensive private portfolio had been successfully rented and furthermore that Roost now had a waiting list for the properties being renovated, restored and regenerated.