Trade body unveils rebrand – London Wallet

The UK Apartment Association (UKAA) – the trade body for the build to rent (BTR) sector – has rebranded to Association for Rental Living (ARL), reflecting the association’s breadth of the purpose-built rental living sector which it represents in the UK, and the growth of rental living internationally.

The new brand identity was developed and delivered by a B Corp certified creative agency through a nine-month process of evaluation, membership interviews and stakeholder consultation, in-person workshops, presentations and discussions.

ARL will now represent urban and suburban multifamily and single-family, co-living and later living – and will continue the legacy of the UKAA as the membership organisation for the Build to Rent sector and its subsectors.

The recent announcements of new committees for Investors and Lenders, Single-Family Housing and Co-living further support the strategic shift to the ARL, representing these specific sub-sectors under the BTR umbrella.

Brendan Geraghty, CEO, ARL, said: “The UKAA brand was appropriate when the organisation was first formed, primarily serving members of the BTR apartment sector in the UK.  That sector is maturing and growing in scope and the increasing investment in, and demand for, other types of purpose-built rental homes has meant the ‘Apartment Association’ brand is longer descriptive of the wider living sector the organisation represents.

“The underlying principle of who the ARL represents is institutionally backed, purpose-built, professionally managed rental homes of all types and the name reflects this – elevating rental living with politicians, policymakers, and consumers.”

The ARL will continue the legacy of the UKAA being the recognised membership body for the BTR sector, and its subsectors, and delivering an increasingly amplified and unified voice for the purpose-built rental living sector.

Its vision is to redefine the very concept of rental living through the global transformation of the sector, pioneering a world where exceptional, sustainable homes to rent are a first choice. The ARL will also remain committed to setting and raising standards across the BTR sector as demonstrated by the soon to be introduced BTR Code of Practice principles.

Geraghty added: “Embracing the brand values of Energetic Leadership, Empathy and Community and Education and Empowerment, the ARL seeks to accelerate change in the Build to Rent sector, driving growth, dispelling myths, and championing collaboration to create a thriving living environment. Through advocacy, education, events, and a united voice, we spearhead the global transformation of rental living, redefining the very concept of living.”