Below: Before and After Images in Slide Show, Video, Summary, Credits
The Brazilian real estate market lived a moment of uncertainty and pressure in the midst of the country’s long lasting economic and political crisis. Facing this scenario, Brookfield Incorporações, one of the largest construction companies in Brazil, changed its name to Tegra, completing a repositioning process that began in 2014 when the company launched its Public Offering of Shares, becoming a wholly-owned subsidiary of Brookfield Asset Management.
Brookfield Incorporações was living in a new moment. New values, new attitudes and new goals were born from the inside out. But the new brand did not just mean an aesthetic change. The entire customer journey had to be rethought to strengthen the relationship with people and ensure unique experiences with the brand. The goal was clear: to connect brand values with tangible benefits in products and services.
From the union of “integrity” and “integration,” Tegra was born. A name as unique as the challenge of its verbal identity: to re-signify the classic language of the real estate world. From the light, came the idea that guided all visual identity. It is present in the color, in the icons, in the photography.
Tegra’s offices also received the transposition of this concept. The environments were designed to reproduce the light, allowing clients and employees to feel and live the concepts of the brand in their interactions with Tegra.
More than a new moment in its brand identity, Tegra is born to represent a unique moment. From its values, concepts and employees, to each new client and each new enterprise. Tegra was launched and greatly spread and advertised in different media channels, quickly gaining acceptance both from internal and external audiences.
Client: TEGRA – www.tegraincorporadora.com.br
Market Intelligence Director: Andrea Bellinazzi
Brand Strategists/Designers: Interbrand – www.interbrand.com
Managing Director: Daniella Bianchi
Managing Director: Beto Almeida
Creative Director, Head of Verbal Identity: Felipe Valério
Creative Director, Head of Visual Identity: Sergio Cury
Creative Manager: Gil Bottari
Designer: Danilo Toledo
Verbal Identity Analyst: Pedro Kastelic
Verbal Identity Intern: Vinicius Alves
Verbal Identity Analyst: Luisa Borges
Verbal Identity Analyst: Ana Barbosa
Design Intern: Carlos Hakim
Designer: Ronaldo Vidal
Environmental Design Manager: Erica Souza
Brand Strategy Director, Head of Brand Valuation: André Matias
Strategy Consultant: Cristiane Benneton
Strategy Analyst: Daniela Klepacz
Strategy Consultant: Ivo Costa
Environmental Designer: João Paulo Costa
Environmental Designer Augusto Ribeiro
Environmental Designer: Rafael Navarro