What problems are we solving with this branding project?
The company was founded in 2014 and is a member of Morad Group, one of the largest real estate developers in Romania, with over 30 years of experience in various important industries such as hospitality, food, construction, and real estate.
The brand needs to be repositioned to align with a set of values specific to high-quality products in the premium area. All real estate projects need to fall under the same brand umbrella and have a common visual identity.
What is the best approach for the brand?
Minimalism, elegance, classic.
After the brand discovery workshop, we have identified the brand values, tone of voice, and target audience. Onix targets those who appreciate premium quality and finishes, as well as those who see buying a property as a potential investment.
The brand speaks with a professional voice and a firm tone, aiming to showcase its expertise in the real estate field, together with the values underlying each residential project: top quality, demanding standards, comfort, and professionalism.
The brand’s elegance and formality will be displayed in a positive manner, emphasizing the promise of quality and safety.
Since the brand targets a well-educated audience, the slogan incorporates the concept of urban lifestyle at a high level, oriented towards improvement and standardization.
The symbolism behind the logo.
The logo is composed of the company name accompanied by an abstract geometric symbol inspired by the trigonal crystallization system of onyx.
This symbol embodies evolution, through its crescendo arrangement, balance and durability inspired by the shape of a pyramid, harmony and stability through geometry framed in right angles.
The serif font illustrates the roots and history of the brand, and the chosen colors suggest professionalism and formality, with a discreet touch of sophistication.