In an environment plagued by visual pollution, every day becomes more complicated to communicate. And it is imperative to give simple and clear messages.
We did a survey of the brand and the real estate market. We evaluate the existing identity and compare it with its competitors. We analyze the color code of the whole category.
With all this information we develop a diagnosis and work on new identity proposals.
We always try to understand and value everything that brands have been doing. Especially when the Project is made to keep growing and not because something is not working.
In a category where the dominant colors are red and white with the presence of blacks and blues, we defined to continue using green colors from the existing design. When defining the name, we heard both what they said internally and what others said about the brand.
‘Branding is what they say about us when we’re not there.’
Most of the people we consulted did not mention Otys (which was the name with the acronym of each surname) nor did they mention the 3 surnames. O’reilly was the name that was most comfortable with the brand. It was the name of the founding member and also had the visual opportunity to work with a synthesis made up of the letter ‘O’ and its apostrophe.