Branding

UURA - Brand design and visual identity.

Unified Universal Real Estate Affiliation, UURA is an international platform for real estate agencies aimed to create an exclusive club for premium members.

PROBLEM

UURA is a new initiative. Its creator had nothing but a name and its values: strategy, attitude, and honor. An entire visual system needed to be created. 

CHALLENGE

To represent the brand's values a unique symbol that could work as a stand-alone image representing the company and the premium market it was aimed to. UURA will have a single representative for the city, and this exclusive quality had to be present.

SOLUTION

A hybrid and unique symbol: a chess piece (strategy) with a lion head (attitude), within an olive branch (honor). Gold details and navy blue add the premium and exclusive character, and the circular shape of the symbol makes it work as a quality stamp seal. The overall tone for the stationery and web communications is elegant and exclusive. 

MOODBOARD: THE HONOR OF BEING A PART OF IT

Becoming an UURA member is a great achievement, and it´s a great honor. Being a part of UURA, is also being a part of an exclusive network, an honorable fellowship of businessmen and people. Membership is a desire, accomplish it is an honor. Imagery relates to accomplishment, honor and ethics. Visual references are golden, circles, shields and stars shapes.

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CONCEPT BOARD: THE ONE

“The one” refers to the unique business model that UURA presents. UURA is “the one” universal network for real estate owners in the world. UURA membership model presents only one affiliate per city: “the one”. “The one” also indicates something special, exclusive, unique and valuable. It´s a differentiating value that will make the affiliate´s business stand apart from the rest, is the important difference.

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COLOR BOARD: MIDNIGHT BLUE AND GOLD

Midnight blue is elegant, deep and rich. It´s classic and timeless. With a touch of gold and white, makes the perfect balance for what is upscale yet contemporary. The proposed color palette has its inspiration in the constellations´s sky and the award medal. Also, the golden star, the precious spot that needs to be achieved by the members.

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© 2016 Jhonatan Medina Caguana / All right reserved.