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Área Construction and Real Estate Developer Branding

Área Construction and Real Estate Developer Branding

Área is a construction and real estate developer created in Guatemala more than 10 years ago, with experience in commercial and industrial projects; for clients such as Coca Cola, Kellogg’s and BAC among others.

They entrusted us with the rebranding of their brand for which we took literally their name, which being a word so common but so representative for the industry gave us space for different interpretations in its construction, also making an analogy to the diversity of services they have and covering each area of the projects they develop. In the same way the logo is adaptable and variable to each required use. The construction of the logo is made in isometric proportions, features of the industry (architecture, engineering) easy to identify for the end user.
For the development of this rebranding we built a specific font for the logo that allows us to give it the same importance and legibility in each adaptation of the name. The color palette was built using the main colors of the initial brand, to continue taking advantage of the existing positioning and the palette is complemented with colors that were the result of an industry study, selecting those that generate more anomaly in the market.

Area entrusts us with their rebranding because after many years in the industry their target no longer felt identified with the company due to the generational change and there was an opportunity to separate it from the competitors in the industry in a disruptive way to achieve a better positioning by differentiation.
For the same, we developed a logo that is adaptable and variable to each required use. The construction of the logo is made in isometric proportions, industry features (architecture, engineering) easy to identify for the end user.

CREDIT

  • Agency/Creative: Anti
  • Article Title: Área Construction and Real Estate Developer Branding
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: Guatemala
  • Agency/Creative City: GUATEMALA
  • Market Region: South America
  • Project Deliverables: Animation, Brand Design, Brand Redesign, Brand Refinement, Brand Strategy
  • Industry: Construction
  • Keywords: real estate, branding, guatemala, rebrand, redesign, construction,

  • Credits:
    Director: Pablo Zeceña
    Marketing strategist: Carlos Rodriguez
    Font designer: Ludwing García
    Icon designer: Pablo Lucero

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