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Amenabar

Brands can be associated with people: like them, the most attractive brands are those that know themselves and know how to project the value of that identity. Amenabar is the leading independent developer in Spain, not listed or owned by investment funds. That is why, when Amenabar told us that it needed to renew its corporate identity, we immediately understood that we had to define the brand strategy from the point of view of taking advantage of the potential of a great, unique, special and relevant brand. The main challenge was to develop a brand repositioning strategy to project and position it as a leader in the sector. But there was more.

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Define who you really are.

The process required reorganising Amenabar's existing brand structure and its hierarchy, and developing a new brand architecture scheme starring this great Amenabar, building a new monolithic brand world.

During this process of strategic reflection, we redefined the essence of Amenabar. Through coworking sessions with its management team, we brought to the surface the values that would later crystallise into a real identity that would form a solid base for the reflection of a new brand personality.

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A new design and a new language for a brand that believes in itself.

We defined, from the very essence of the brand, the axes of graphic representation and the tone of communication that would finally become guidelines for the application of all the expressions that make up Amenabar's public image and the interaction of the brand with its environment. Photographs. Graphic resources. Words. The style. All of this.

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And we built a new graphic, visual and narrative identity that began with the restyling of the logo but went much further, covering different facets of its discourse and public projection with integrity and coherence.

All of this was reflected in the new Amenabar Brand Guide.

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A new home. And a decision: to be closer to those who matter.

Based on this new identity, during 2018 and 2019 we deployed the full potential of the brand in different media, bringing it closer to the people: New communication materials for promotions, brochures and commercial catalogues, memories, graphic pieces for dissemination in different media (billboards, marquees, press, audiovisual pieces).

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New proposals for brand presence at the most sensitive touchpoints with the market and with its customers: stand redesign for the SIMA trade fair, the most important in the sector at national level. Merchandising and internal marketing elements. Redesign of brand presence at points of sale: new shops. And, of course, signage and brand presence in the new Amenabar headquarters, inaugurated in 2018. The most relevant milestone for the brand in recent months.

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Protagonism for people. Responsibility for the environment. And community spirit.

In the brand's DNA we discovered a need to empower people. Along these lines, we explored and defined with Amenabar new ways of contacting the user, to make them simpler, more modern and accessible and to make users feel in control of their relationship with Amenabar during the process of buying their home.

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We rethought tools such as the digital application for personalising homes, seeking to optimise the user experience. And we integrated new applications into Amenabar's new visual environment, such as the corporate blog, and alternative forms of interaction with the user at the point of sale, the corporate website itself or social networks. For Amenabar, community, or family, are the concepts that define its relationships both internally and externally, and our actions are aimed at promoting the growth and cohesion of this community.

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