Client
Concreto Harmonia
Project
Comprehensive Rebranding and Brand Guideline Development for a Construction Company
Subtitle/Focus: Creation of a robust Visual Identity, Messaging, and Positioning Strategy for the launch of new developments.
The Challenge
Concreto Harmonia, an established construction company aiming to expand its operations into the high-end, sustainable development market, faced the challenge of modernizing its image. The previous brand did not reflect the innovation, design quality, and environmental commitment the company now wanted to communicate. It was crucial to establish a positioning that conveyed solidity, trust, and a contemporary aesthetic.
Our Solution and Deliverables
Our approach was structured to create a brand that projected strength and sophistication:
Categories
- Identity Design
- Corporate Branding
- Positioning Strategy
- Graphic Design
- Brand Architecture
1. Messaging & Positioning Strategy:
- Development of the “Brand DNA”: Clear definition of Purpose, Values (innovation, sustainability, design, safety), Personality (solid, trustworthy, modern), and Tone of Voice (inspiring, technical, accessible).
- Establishment of Market Positioning as the construction company that builds the future, uniting architectural excellence with ecological responsibility.
- Creation of key messages for launch campaigns, corporate communication, and sales materials (focusing on durability, functional beauty, and sustainable living).
2. Brand Identity Design:
- Logo Design: Creation of a strong, memorable symbol that combines structural solidity with modern design fluidity. The logo evokes construction while also conveying harmony and balance.
- Color Palette: Definition of a sophisticated palette with graphite and concrete gray tones, deep blue to convey trust and stability, and subtle sage green accents to evoke sustainability and freshness.
- Typography: Selection of a font pair that communicates modernity and authority – a geometric sans-serif for headlines and an elegant serif for body text, ensuring readability and sophistication.
- Visuals & Graphic Elements: Development of a set of graphic patterns inspired by architectural blueprints and material textures, along with photography guidelines emphasizing open spaces, natural light, and design details.
3. Brand Guidelines:
- Elaboration of a comprehensive brand manual to ensure consistent application across all platforms and materials.
- The guide included correct logo usage (versions, minimum sizes, clear space), precise color specifications, typographic applications, image guidelines, and practical examples for construction site signage, stationery, website, and presentations.
The Result
Concreto Harmonia was relaunched with a revitalized brand image that clearly communicated its evolution and new focus. The robust visual identity and strategic messaging reinforced its credibility in the market, attracting a more discerning audience to its new developments. The brand manual ensured that all of the company’s visual and verbal communication remained consistent and high-standard, strengthening its position as a leader in sustainable construction and innovative design.