BACKGROUND
Nestaway is a prime leader in the market for home rental solutions. Established in 2014 by four founders with a mission to change the real estate market offerings, their vision was to deliver an ideal home to newcomers in a
city. Building on their own experiences, the founding partners emphasized on offering homes with a policy of no discrimination and circumventing brokers. Nestaway grew rapidly over two years and is today placed across 12 cities with over 54,000 customers and 19,500 houses.
Targeting young migrants and their variable needs, the company sets out to give a wide range of offerings with its philosophy of ‘we take care of basics’ and aims to create a real home space away from homes, particularly addressing migrants to a new city. Nestaway homes are available in options of shared rooms, shared homes with your own
room and independent houses. The shared homes are fully furnished with all basic amenities. Independent family homes are not furnished.
The essence of Nestaway is a brand that promotes an easy- to-manage lifestyle, fulfilling your basic needs and giving young people the space to grow and achieve their dreams. Every person who enters Nestaway automatically becomes part of its community and is called a Nestie. The company also supports and creates engaging platforms for special interest groups for music, sports, coding, reading, arts and various such activities. Through these, Nesties can interact with each other and discover their cities.
What Nestaway is all about
– We believe that every person has the right to have a good home.
– We believe in doing away with discrimination, making cities approachable for new migrants and creating homes with a sense of belonging.
– We are open to people of various cultures, traditions, religions and beliefs, believing in the beauty of diversity.
– We feel that a house should go beyond a home and extend to a supportive community.
– We are approachable and friendly, putting people rst before transactions.
– We are direct in our communications and don’t beat around the bush.
How do we behave?
We are open, humane, committed and empathetic.
What do we sound like?
We speak in a tone that is simple, direct, con dent and youthful.
How do people see us?
We are seen as proactive, agile, uid and relatable.
CHALLENGE
1. The key challenge would be to bring in product differentiation – how Nestaway houses can stand out and be different from regular houses. The brief is to develop a graphic language for external walls that can work across Nestaway homes. The resultant design should be a showcase of a typical Nestaway home’s visual experience. The graphics should reflect the Nestaway brand philosophy. While all of the homes come under the Nestaway umbrella and would be tied in by a common visual language, each could be inspired by a different graphic theme from music to culture to art or craft. At the end a house would have a unique graphic story to tell.
2. The Nestaway houses should have the potential to become iconic city spots. The graphics and colours on the building exterior must be unique to us and easily identifiable as a Nestaway house from a distance. Therefore, some kind of consistency through colours or art forms should make a statement to clearly communicate this is a Nestaway house or cluster of Nestaway houses from a distance.
AUDIENCE
The audience for Nestaway is fourfold:
1. Prospective Nestaway tenants – they are millennials, young people and often newcomers to a city including singles, young married couples and nuclear families.
2. Owners who rent out homes – they have to be convinced that doing up a home will get them better rental value.
3. Partners – corporate rms and large employers who would consider hiring Nestaway as a property management company for dedicated housing where their employees
can rent
4. Independent contractors who affiliate with Nestaway to find homes for prospective tenants
CONSIDERATIONS
Type: Applicable to single or multi storied house/apartments.
Design in the budget given should cover: Overlay painting, graphics and artworks. You can include installations and textures if it adds value to your concept.
The design must be unique and have a story to tell. It should be a template for other homes to be designed so it is replicable as a system but not necessarily identical.
You can be as inventive to create a design that is rugged for pan Indian exterior environment, giving flexibility across types and facade area and suited for long-term use. The solution need not be conventional; it can be innovative to meet the budget constraints of not more than Rs 1 lakh per house
The design should align to a contemporary Indian outlook and reflect the Nestaway Life and philosophy. The output would be “statement houses that will drive pride of ownership”. We want visual character of place to be recognized as a driving factor in better lives, better cities and a better nation.
DELIVERABLES
The design solution should be presented on A3 landscape format. You can use photographs/sketches of existing buildings from Indian cities as mockups to demonstrate the graphics on external walls. All work has to be original and authentic.
SUBMITTING YOUR ENTRY
- Post 1-6 A2 Presentation Boards, or
- Upload a PDF
- Your entry should include a written document guide, and Google Drive or Dropbox links to your source material.
