THE Fifth floor, the largest housing platform in Latin America, this week presents the company’s news. The changes have a new visual identity and brand positioning.
A recent survey carried out exclusively by QuintoAndar, in partnership with TALK, indicates that 72% of Brazilians stated that the house fully represents their life story, a clear indication of how people are seeking a more affective, close and human relationship in their lives. interactions and housing needs.
With this data, the company seeks not only to be an application to find homes, but to bring Brazilians closer to the ideal place to live these memories in a more humane and less bureaucratic way.
Fifth Floor Repositioning
One of the changes made to this new definition of purpose is the site’s new search filters. It is possible for the client to look for properties with space for a home office, accessibility, in addition to green areas and quiet streets, which facilitate and personalize the journey of those looking for a new home.
The platform also provides a fixed realtor that accompanies the client throughout the search journey. For those who are going to advertise a property, the QuintoAndar model allows the owner to have a fixed broker, who manages the keys and follows up on visits to, in addition to having a team of specialized consultants to assist the entire journey, from registration to signing the contracts. .
In addition, the company is establishing ties with real estate companies. The acquisition of Atta, in September, of Velo and Navent, in December 2021, expand the
support to partners.
ADNEWS spoke with QuintoAndar’s CMO, João Chueiri, about these changes. He says that the ambition to change already occurred even before the pandemic, which made people create deeper bonds with the homes in which they live.
“The house is much more complex than the industry and the market has historically been able to meet. Dealing with home is dealing with contradictions. On the one hand, it is bureaucratic, time-consuming, and procedural. On the other hand, it’s where we feel good and live our stories, the most personal thing we have”, comments João Chueiri.
When asked about the starting point for this rebranding, the CMO points out:
“This was a change that we’ve been working on for some time. I arrived at QuintoAndar a year and three months ago, and since I arrived we already had this ambition to evolve the brand and prepare it for everything the business is bringing us”, comments João Chueiri.
The platform also features the “Histórias para Morar” campaign, which debuts on open TV from the 23rd and has the participation of celebrities and influencers. João Chueiri reveals that QuintoAndar will be the first company in the real estate sector to participate in the Big Brother Brasil 2022. According to him, the program has everything to do with the relationship between people and the place where they live, and the visibility of being in the most watched house in Brazil is important.
New visual identity
Referring to an open door seen through the floor plan of a property, the new logo seeks to invite customers to “enter” into a new, more humane and simplified living experience.
QuintoAndar’s blue color will blend with a more
diversified, with blue, yellow, red and other earth tones, which communicate a greater plurality within this universe.
The site now has several illustrations full of features that refer to the warmth and closeness between the residents. The new design is signed by Estúdio Porto Rocha, in a coordinated effort with QuintoAndar’s marketing team.
Datasheet
Advertiser: QuintoAndar
Agência: In House Quinto Andar
CMO: Joao Chueiri
Creative Director: Gustavo de Lacerda
Brand Director: Flavia Mussalem
Creative Manager: Mauricio Bina, Allan Sena
Brand Manager: Amanda Oliveira, Felipe Campos, Stefano Arpassy
Copywriter: Thais Boaventura
Art Director: Àile Pires
Motion Designer: Ricardo Lopes
Campaign Analyst: Pedro Albuquerque
Project Manager: Marcus PilleggiFilm producer: Barry Company
Directed by: Breno Moreira and Jesus Mendes
Executive Producer: Krysse Mello and Ana Flávia Di Luca
Contact: Carolina Teixeira
Second Unit Director: Jesus Mendes
Director of Photography: Bernardo Negri, Breno Moreira and Jesus Mendes
Art Direction: Clara Letícia Mol de Sousa
Production coordinator: Aline Ara
Production Coordination Assistant: Daiana Müller
Post coordinator: Ale Cois
Post Coordination Assistant: Sabrina Comar
Post-production: Barry Company
Finisher: Luiz Bicudo Jr.
Editor: Bruno Alves
Color Grading: Breno Moreira / Bruno AlvesProducer: Raw Audio
Musical Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Musical Direction: Hilton Raw
Sound Design and Mixing: Enrico Maccio and Philip Braunstein
Customer service: Carol Peternelli
Coordinator: Robério Barbosa
Announcer: Heaven
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