A new real estate brand to perpetuate 20 years of experience
Sarah Hundemer, Julie Zweili, and Adrien Bornand approached us to assist them in creating a new real estate brand. This new brand's mission is to replace Pierre Étoile Courtage SA.
Due to legal and administrative constraints, we had only a short time (a few weeks) to find a brand name and tagline that could accompany the new real estate venture of our three entrepreneurs.
The guiding principle of our search: Simplicity and effectiveness. Therefore, we opted for a workshop divided into two parts / two sessions.
The first session involved proposing a large number of names from various origins and backgrounds. The goal was to make an initial selection of "Do & Don’t". The objective of this first step was not to choose a specific name, but rather to identify an affinity with a universe / family / style / sound.
In the second session, we narrowed down the list of brand names. A discussion focusing on the brand accompanied this new shortlist. Following this session, several exchanges took place, and we finally proposed a name and tagline for this new real estate brand, operating primarily in the Canton of Vaud and French-speaking Switzerland.
The bridge that inspired our visual research, located near the client's offices
Monolithe - Real Estate Development
A name geared towards the future The client brief emphasized the desire to maintain a connection with the parent brands ("Geneco - construction company" and "Pierre Étoile - real estate brokerage").
To preserve this link with the history of the parent brands, we chose the name "Monolithe" for its DNA closely tied to construction (the Stone / the rock). Another reason is its mystical and futuristic aspect (like in the film "2001: A Space Odyssey" or the recent news of the Utah monolith), which aligns with a more contemporary era. This context suits the new real estate enterprise well.
Thus, we opted for a name that references tradition while evoking the future with a touch of mystery.
A baseline filled with expertise We selected the baseline "Real Estate Development." It effectively summarizes the company's expertise in real estate: construction + real estate development + property promotion. It also includes the essential keyword "real estate."
A name, a new Baseline, and then...
Our branding work officially materialized and concluded at that moment. Naturally, we continue to follow the evolution of the Monolith - Real Estate Development project.
We engaged in the exercise of shaping the visual identity of this brand to explore the directions we could take with this name. It's a brand and a name that we are extremely proud of!