Alexia
Alexia is a new real estate group created by a team of partners that boasts more than 40 years’ experience in the industry. By adapting its vision to the current market state, this management team is able to seek out the best locations in the country and thereby offer its clients a new concept of residential homes committed to innovation, technology and achieving balance between location, quality, design and price.
Our work process began with a research and strategy phase, geared towards identifying a unique territory for the brand. Likewise, the communication style was defined, as well as the brand’s tone of voice – through the analysis of multiple references –, in order to establish an intimate and trustworthy relationship with customers.
Erretres’ goal is to make Alexia a modern and reachable brand for its clients, which will serve as a reference point in an industry that is typically seen as cold, distant and impersonal.
Identity
The brand’s identity is captured in its wordmark, which in turn reflects two of the company’s fundamental pillars: solvency and sophistication. To this end, we redrew the typography Futura, in order to create a singular graphic brand, beveling its edges and adding constructive quality to its characters.
The wordmark is extremely important for the communication of the brand, and its placement is similarly strategic: always occupying the entire base of the format (“The important thing in construction is the foundation”).
Language
Importing an editorial language into a sector that is atomized and mass-produced creates a dialogue that is both transparent and plain, steering clear of the small print that engenders mistrust. The balance between the wordmark’s energy, the use of white spaces and the photographic layout of people and spaces, gives customers a feeling of relaxation and calm that, even before making contact with the company, foreshadows a close and personalized relationship.
Communication. “Home – Stories”
Although Alexia’s team has a great deal of experience in the industry, the brand is new to the real estate market. Therefore, it was of vital importance for its positioning to create a unique branded content that stems from the actual buying experiences of former customers. “Home-Stories” was created to do just that. These conversations feature “testimonies and evaluations from real people ‘with first and last names'”, which create a sense of trust in an industry that has been discredited in recent years.
