100
Walk into a pitch meeting with the 100 team and you’ll see a lineup of familiar faces in proptech—industry leaders who’ve come together, some even former rivals, united by a common mission: to tackle rental fraud head-on. With 93% of operators reporting fraudulent rental applications, existing solutions just aren’t cutting it. Enter 100, an all-in-one platform that screens and approves tenants faster, easier, and fraud-free.
When 100 was ready to step out of stealth mode, they partnered with Together to create a stand-out brand that would resonate with multifamily operators and renters alike.
Brand Strategy
Identity Design
Messaging & Copywriting
Pitch Deck
Brand Video
Website Splash Page
To the max
From day one, it was clear that the 100 team wanted to break free from the typical techy blues and industry jargon that dominate the proptech scene. They needed a brand that could connect authentically with both operators and tenants while making a bold, rebellious statement. The result: a brand personality that’s smooth, edgy, and charismatic, yet compassionate and a bit self-deprecating.
With a guiding mantra to “Keep it 100,” the brand looks to embody honesty, integrity, and being real. The creative brand idea “To The Max” reflects the ambitious energy of 100’s team, promising 100% confidence, accuracy, security, and clarity throughout the rental application and screening process.
1 in 100
The 100 logo embodies the brand’s impact and attitude: rock-solid security and confidence captured in a bold, blocky mark. The rounded corners soften the logo for added approachability, while the underline adds emphasis and structure, nodding to modern emoji vernacular. This underline also transforms into a versatile brand element, doubling as a “power bar” motif and a space for taglines like “Be 100.”
The color palette is streamlined and impactful, featuring an electric mint that energizes the brand’s look without overcomplicating it.
Get the fraud out
Copywriting played a pivotal role in conveying 100’s distinct personality. From the beginning, the 100 team envisioned a bolder tone for the brand that would stand out from typical protech jargon, leading with the attention-grabbing concept of referring to "fraud" as the f-word. Together, we expanded on this by actually using "fraud" in common f-word sayings, offering an engaging and entertaining through-line for the brand copywriting and narrative.
100 Proof
The launch materials included a brand video, pitch deck, and event swag — all focused on telling 100’s story and piquing interest, without giving away too much.
A key highlight was their partnership with CLEAR, making 100 the first proptech product to leverage CLEAR’s cutting-edge identity verification technology in rental applications. With the Verified Renter Network™, 100 is creating the real estate equivalent of a Known Traveler Number, revolutionizing how renting is done.
Keep it cool. Keep it 100.
The initial website is a bold splash page, featuring manifesto-style storytelling to communicate the gravity of the problem and introduce 100’s game-changing solution. The message is clear: 100 is here to kick fraudsters to the curb and redefine what it means to rent smart.
100 secured the largest pre-seed in proptech history and went on to make its official debut in October at OPTECH 2024.
From the moment they joined us, Together has felt like part of our team. They crush every deadline with work that far exceeds our expectations.
Caren Maio / Co-founder at 100
Let’s work together.