Árqura Homes


The start of many stories

Naming, Brand Identity, Communications
Client: Sareb

Situation

Branward was the consultant chosen by Sareb to create the real estate brand  Árqura Homes, dedicated to the development of residential projects from land and unfinished works owned by the entity. Árqura will invest more than 2.2 billion euros in the construction of 17,000 homes in almost all Spanish regions and therefore becoming a leading developer that will compete in the open field with the main firms in the sector such as Metrovacesa, Neinor, Aedas, etc.

Objective

Creation of a new global brand covering its conceptualisation, verbal identity, visual identity and communication. The new insignia will correspond to what could be called “the creative area” of Sareb as it will exclusively focus on the development of new homes, creating employment and generating local dynamism.

It is intended to provide the new brand with its own personality, detached from Sareb’s identity, although it will share values and benefits with it such as solvency, price, security, opportunity, expansion, accessibility, innovation, professionalism, etc.

Strategy

The new brand was clearly born in the 21st century, where new acquisition and use of goods and services models are being generated, where family and household models are being restructured, and where more and more people are continuously seeking reconciliation between development, progress and sustainability.

Work was carried out on different concepts such as those linked to the context, to clients’ aspirational reasons, to direct benefit but also pursuing more differential ones such as the idea of creation in itself and of dynamism understood as progress in life.

Naming

A good name is the beginning of a good story. However, the main obstacle faced in naming new brands is the enormous difficulty in obtaining the relevant registration. We came up with some 200 creative alternatives that were purified and filtered to get a shortlist from which a new one was also made. The proposals submitted complied with the 10 basic principles of a good name: notoriety, distinctiveness, durability, evocative, credibility, consistency with the trademark system, legibility, able to be registered, free of negative connotations, facilitate building a story.

The name finally settled on was Árqura, which places the brand directly in the context of the architecture and also evokes security, accessibility, solvency, tranquillity, etc. The final name was completed with the baseline “Homes” to further strengthen their membership of a specific sector.

Visual identity

It is coordinated around a central vertical axis and is inspired by a symbol representing the union between the two A’s that start and end the name, which symbolise the beginning and end of the search for a new home. The result enhances an elegant look&feel that reinforces the harmoniously expresses the solvency variables. All this integrates a very defined emotional variable based on a casual visual universe that combines illustrated environments with real photographs.

To contrast the seriousness of the symbol, a very modern colour range was used. Coral is the Pantone chosen for 2019, it symbolises life and optimism. The blue and purple tones express strength and power, the clearest to communicate truth, rest and serenity. The result is a fresh combination that brings a certain closeness to the brand.
The visual universe created around the brand greatly enhances its differentiation and recognition in the market, composing its own language to communicate the brand. We define a whole personality that brings life to the brand and facilitates the creation of dialogue, placing the customer at the centre. Each element of it has been placed to generate a living world that facilitates the growth of the brand.

Privacy Preference Center