Every now and then, a real estate campaign breaks out of the cliché-ridden norm of its genre. American Haiku has created a very different, magnetically human campaign for Tricon Residential, one of North America’s largest owners and operators of rental homes.

The campaign accompanies a full brand refresh by FUNDAMENTALco, the value-creation consultancy spun from Blackstone Real Estate portfolio company. While many rental brands focus on price points or amenities, FUNDAMENTALco identified a differentiator – Tricon Residential’s hospitality-first culture, rooted in years of service training inspired by organisations like the Four Seasons. That insight became the foundation for a full brand refresh across the US and Canada with every element being rebuilt to convey genuine welcome and care, replacing corporate polish with a richer, more residential feel.

To introduce the new identity, American Haiku created a campaign built around the everyday work of Tricon’s maintenance managers. A Life in the Day of Marty highlights the small, human moments that shape the resident experience – precision before a move-in, hanging a solar system in a child’s room, or simply offering empathy on a hard day. The campaign draws from stories shared directly by employees.  The films’ slower, more deliberate pace reflect the real rhythm of Tricon teams at work.

“Our people deliver out-caring service to residents every single day—it’s 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’s not about a different look—it’s about ensuring our brand reflects the people and mission at our core,” stated 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.”