Moyua Homes Building a brand.

Moyua is one of the leading construction companies in our territory. In its nearly 97 years of history it has played an active part in the construction of Gipuzkoa, responsible for mobility infrastructure like the A15, coastal protection, and landmarks such as the Anoeta stadium, the Gipuzkoa Oncology Center and Zurriola beach. But this is not necessarily an advantage when it comes to communication. Because construction companies probably have the hardest time connecting with their audience. Behind the concrete and the machinery, people’s perception of them grows cold.

Moyua had big goals to consolidate itself as a relevant player in the residential market. We tackled the brand’s challenge with a strategy that began with a total rethinking of the brand, to build a new one that reflected its leadership in that scenario. And one that would also be an inspiring, propositional brand that changed the rules of the game in the construction world. That was the goal: building from scratch the brand of those who build.

Part of Moyua’s personality is, and has always been, blue. Several blues, in fact. And because we want to evolve without losing identity, at Moyua Homes we don’t lose the blue. New blues are born instead.

The challenge has been to humanize the brand to connect with people, so that they trust it with the biggest, most important investment of their lives: their home. And Moyua trusted us to start doing it with the Sales Books, with which we flipped the way homes are told. Life projects. And we went from the classic traditional brochures, when they existed at all, to a whole display of narrative, aesthetics and discursive intelligence to connect well with our audience.

After strategically analyzing the brand’s needs and studying the business and the market, we devised a communication dynamic so that each and every one of the Sales Books for Moyua’s residential developments would keep building the brand’s identity.

We codified the use of renders, formats, colors, textures and binding according to the type of residential development and its location, to highlight at every moment the sales strategy of each one based on its specific value proposition (homes near the sea, city-center, luxury, etc.). We defined the brand’s tone to represent its personality and values, and applied them to every project.

Now, we’re in charge of building the brand of those who build. Of laying solid foundations so that everything flows in the same direction, giving the brand an identity of its own and making all its communication tools twins. With the same narrative and visual personality. Today we can say we handle the rebranding of one of the top brands in the country.