Concepción
Owners of time

A unique residential project in Buenos Aires featuring high-quality and timeless architecture together with a young spirit. This space — specially crafted for this era and located in the convergence of Palermo & Colegiales — offers an immense set of opportunities to enjoy life and work. We were chosen to rethink and redesign the brand, including strategy, positioning, and visual identity.

Client: Avalon
Year: 2018
Country: Argentina
Sector: Real Estate

Strategy
Positioning
Branding
Brand Architecture
Visual Identity
Iconography
Brand Guidelines

The Challenge

To update the existing logo — increasing its functionality and enhancing its look & feel without losing its essence and the existing recognition among stakeholders, suppliers, partners, and existing customers. To showcase the unique advantages of a place designed for contemporary living, including coworking spaces and other shared areas as a revolutionary concept in the local market.

What we did

The brand development was based on the concept of ‘owning your time’ by being able to have all the aspects of daily life within the boundaries of Concepción district. Following that concept, we created a social media campaign based on the hours of the day, and the activities that fill each one.  

In regards to primary elements, we updated the existing rhomboidal symbol by redrawing it and created a new logomark that reflects the project’s attributes in a more compelling way. We also created a color palette inspired by a blend of contemporary art, architecture, and natural, warm, human tones, with the copper color featured as the hero tone. Iconography was created to represent the different project areas and offers.