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Responses by Empatía.

Background: Maldonado 888 is a high-end contemporary real estate developer in Uruguay. As an industry leader in building boutique residential communities, it focuses on balancing luxury and convenience with thoughtful design and a truly exceptional living experience. We were commissioned to design a clean, confident and modern brand identity for the firm.

Design thinking: We believe that everything is possible when strategic planning and commitment to quality and design are combined with flawless execution. We developed an identity based entirely on the project’s core value: location. We created a logo that effortlessly reflects the building’s address and simultaneously enabled us to create an open, minimalistic system. The design is defined by a clear, light and sharp feel, indicating the contemporary features of the architectural project.

Challenges: Legibility was key. Billboards, signage and many other deliverables needed to be clear at first glance. We put special care into the typography layouts to achieve equal visual weight between form and color. The typography is always applied in black or white to avoid legibility problems.

Favorite details: We were very happy with the evolution of the logo and, therefore, the final result. Branding elements are born from the brand’s logo. The system is quite simple, but it also offers consistency to create energy around the communication. Typography, color and pattern work harmoniously together—this is always our goal.

Visual influences: We were mainly influenced by the project name. Having three eights in Maldonado 888 was something that needed to be turned into visuals. We knew that geometry would be essential. From the layouts to the typographic treatment, geometry was our inspiration and our guide.

Time constraints: As with all real estate projects, the timing was key. There were a lot of unforeseen events during the project’s duration, and the pandemic was one of them. We had to find new ways to organize and improve our teamwork and how to communicate—not only between ourselves but with our clients.

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