With 35 years of experience and 285+ projects built, the brand identity did not reflect the great potential of Rae Ingenieros. We discovered their needs to create a strategy based on their pillars and values. We redefined a clearer and more flexible visual language, personality and tone of voice in all communication channels.
We took advantage of their 30th Anniversary to refresh the brand, not only with the aim of redesigning it but also to give it greater exposure. With the new strategy and the quality of their works as the main pillars of the project, we positioned Rae Ingenieros as a professional, proactive and dynamic company under the slogan: The Art of Building.
I created a contemporary and minimalist logo, and simplified the symbol by giving it a flat 3D illusion that represents his works, balanced with a simple but solid typeface.
With black and white as predominant colors, accent reds and balanced grays, I generated a versatile color palette with a modern look that transmits the essence of Rae.
The main typography is Gibson, a sans-serif type that combines different weights in each character. It has 8 fonts, which makes it very flexible and ideal for wide communication.
I designed a clean and serious identity, based on a modular composition of the symbol that reflects the quality of their works.
A dynamic website is currently in progress to strengthen the digital presence and to become the main platform to show their projects.
In addition to exceeding client expectations, the impact has been memorable. Brand exposure has increased significantly with a clear tone of voice and visual language that is conveyed in all communications. The traffic in social media has increased tremendously, creating new job opportunities and builfin
Tone of Voice
Website (work in progress)