We often advise real estate developers to identify when it is appropriate to develop chained branding projects – that is, to work on a brand architecture in their portfolios that not only grows in breadth but also in depth.
In this case, we were part of the landing and expansion strategy of Grupo Fonte, a group of Argentine real estate developers, in Punta del Este. This case had different phases of development and a strategic decision-making process we built over time. For its arrival to the real estate market in Punta del Este, the group set up a first development guided by an interesting approach in constructive and operational terms: Manglar Brava was built in one of the most prestigious residential areas of Punta del Este promising constructive efficiency, democratization of views, timely amenities, and moderate expenses.
While the construction of Manglar Brava was intended to ground Grupo Fonte’s new product in terms of identity while communicating its key differentiation attributes, Manglar Albor – the group’s second development in Punta del Este – found us advising the client on how to work on the Manglar brand architecture. Because the commercial performance of the first project had been successful, and the new development shared constructive and functional principles tied in with the first development, we decided to undertake an in-depth brand extension, capturing the Manglar principles that would now be deployed in two distinct developments.
The challenge? To avoid confusing potential buyers about the naming of the new development, to streamline the use of media and communication and promotional channels, and to highlight the differentiating characteristics between the two developments. Below, we show an artwork collection of the different projects, which resulted from highly productive conversations between our team and our client.
