El Remanso

The identity was developed with the agency's designers; I managed the project. In the paid media campaigns I appeared, on some occasions, as the project's on-camera presenter.

Luxor Edificaciones was building El Remanso: 24 apartments on five floors, four blocks from Las Américas square in Cerro Colorado, on a quiet street near the countryside. Its advantage over neighboring buildings, almost all unbranded, was the amenities: a rooftop grill, a play area, security and a parking space for each apartment. It needed a brand and, then, leads.

The brand rested on three ideas: safety, comfort and family wellbeing. In the brief, El Remanso was personified as someone middle-aged, a doctor or a teacher, modern and approachable. The name already spoke of calm; the symbol turned it into a leaf growing inside a circle, and the green of the nearby countryside became the color of the whole project, with earth and cream as support.

In some videos I was the on-camera presenter: I walked through the site, explained the progress and why to choose El Remanso.

The whole building ended up selling out. Sales came through several channels; one of them was the paid media we ran at the agency.