Morel: A Strategic Redesign Reflecting 10 Years of Excellence

Jorge Morel approached us on the occasion of his company’s 10th anniversary with a clear challenge: to redesign its identity to support its growth and consolidation in the market.

The original name, “Jorge Morel,” reflected his leadership. However, while collaborating with a talented team, we recommended simplifying it to “Morel.” This strategic decision not only made the name more memorable but also positioned the brand as a team of experts, going beyond the personal figure to represent the talent and professionalism of the entire group.

Morel stands for top-tier real estate services, combining innovative in-house technology with a uniquely personalized approach. The new identity had to convey these values: modernity, professionalism, and approachability.

The Redesign:
We drew inspiration from the original logo’s gestures but reinterpreted them with a contemporary focus. We created a distinctive signature-like symbol based on the letter “M,” using warm tones like red and orange to convey dynamism and confidence. The symbol was complemented with a custom-designed typeface for the “Morel” logo, achieving a unique and memorable visual identity.

Additionally, we designed the website and defined the visual style for social media, ensuring a cohesive, modern, and engaging brand experience across all touchpoints.

The Result:
A new identity that not only celebrates Morel’s 10 years of history but also projects its future with a refreshed style. This redesign positions the brand as a leader in the sector, standing out for its innovation and commitment to excellence.