Alexandre Brandl Creates Naming and Visual Identity for Futturis
Portaria do Futuro, now more than 10 years old, was one of the first companies in Brazil to develop solutions for remote ordinances. It is a company that works both with technology (developing automation systems for gatekeepers) and providing remote porter services (it has a call center where it has several service stations for condominiums in the remote porter service). The activities of the Portaria do Futuro today are basically concentrated in Greater São Paulo and Niterói (RJ). These two locations are where the majority of your customers are located. It is a company that in addition to serving end customers (condominiums) with its software solution and remote service, also provides technology for some partners to serve their end customers.
This factor is in a way a generator of conflict of interest, because in its operation of direct service to condominiums, sometimes it ends up competing with partner companies that resell their solution. There is no number to determine how much the market knows the Ordinance of the Future, however, it can be said that:
• The Ordinance of the Future is certainly not known outside these geographic regions;
• Certainly there are companies that invest more heavily in marketing for a longer time, are better known than the Ordinance and have a larger market share than the Ordinance, even in the regions where the Ordinance operates;
• We always listen to customers and partners, when Portaria’s solutions are compared with other solutions on the market, they consider Portaria do Futuro the best solution.
The new company that we intend to create is a dismemberment of these two current activities of the Ordinance of the Future, and will only keep the technology part. The company Portaria do Futuro we intend to sell to a company that is already specialized in serving condominiums, and Portaria do Futuro will be a customer of this new business after the sale, as it will need to continue using our technology. We understand that there is a large market in Brazil and even outside of Brazil, because the concepts of automation of concierge (whether Virtual or Management by Resident) is something that in medium and large cities has only a small portion of the condominiums that already have joined, and in smaller cities it’s a concept that hasn’t even arrived yet.
The current business, both moving with technology and serving the end customer, has given us an important advantage until we have managed to direct the focus of technologies to the best applications, as we feel the pain of the end customer “in the flesh”.
However, the end customer is also a major limiter of growth in scale, as it requires a very personalized service. The installation of the concierge equipment is fully customized for each condominium, as each building has a unique physical structure, number of accesses, access to the garage, alarm, CCTV (TV circuit) and also the security requirements and investment capacity of residents , which also change (even if two buildings had exactly the same floor plan, they would have different facilities due to these factors). Still in the remote concierge area, on a daily basis, each client adopts and requires a service policy that contains particularities and for that it is necessary to structure service teams, service stations, management, and all the associated complexity that does not allow us to have an exclusive focus on caring for technology.
It targets the owners of condominium outsourcing companies (concierge, cleaning and maintenance), alarm monitoring companies, condominium administrators, usually men, middle aged (more for young people than for the elderly), they are very informal , life assets (but not millionaires), they give a lot of value to every penny (because they built everything they have), they are within a market where there are many personal relationships under different aspects (with curators, residents, employees, with service providers ), so that they are more relational people, they love technology but do not dominate it and are enchanted by those who dominate it, do not have or do not have time to organize themselves and love those who offer organization, they are very entrepreneurial (as long as they feel confident in support of what he is going to undertake) and has a very protective behavior towards the clients of his portfolio (the clients are his, his company, he does not want to find a client for another).
- Agency/Creative: Alexandre Brandl
- Project Type: Identity
- Organisation / Project Status: Freelance, Published Commercial Design
- Location: Brazil
- Article Title: Alexandre Brandl Creates Naming and Visual Identity for Futturis
- Market Region: South America
- Project Deliverables: Brand Architecture, Brand Creation, Brand Guidelines, Brand Identity, Brand Naming, Identity System, Tone of Voice
- Keywords: Software, System, Camera, Security, Door