OR

Building with you


Brand Strategy | Naming | Brand | Visual Identity | Brand Book | Signage


ODEBRECHT REALIZAÇÕES IMOBILIÁRIAS IS NOW OR, a new brand to symbolize a new moment. A branding and brand-positioning project that poses a major challenge – much more complex than merely building a reputation is to rebuild trust and regain one’s reputation.

The new OR brand is not a cosmetic change, but rather a reflection of deep changes that incorporate the company in the fields of compliance, ethics, and integrity. Without neglecting its origins, we have created a new, modern and transparent identity that conveys objectivity, security, trust, and ability to deliver.

A brand that goes far beyond the real estate product. An interactive, sustainable company, aware that building and creating a venture is the result of a relationship that is ethical, efficient and fulfilling for everyone.

OR is a new way of doing business and looking to the future.

The idea

The new brand brings the association of advancement with objectivity – a simple and direct identity, but which carries the DNA of a new company that is born with the technical excellence of those who built over 80 real estate projects in 10 years.

The graphic element is inspired by volumetric architecture and refers to the shadow of a cube. The meeting of the planes, in turn, in addition to defining spaces, forms a field of prominence and protection of the brand.

The execution

Strategy, brand design and identity have walked hand in hand to promote an authentic transformation that could be positively and authentically perceived by all stakeholders. A brand that features integrity and innovation as solid pillars.

The identity program was based on the brand icon as a graphic element that brings endless possibilities of combinations while creating a dynamic, proprietary and unique identity in all communication.

Results

The transition of the brand was well accepted by the real estate market and by the clients, operating as a milestone in the transformation of the company. The new brand also had a significant impact with the internal public, engaging and motivating employees to build a new future with OR.

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