Market research, identity, project brand guidelines, a campaign, content and production for a property developer in Punta Cana.
Research · Identity · Campaigns · Content · Film
The challenge
Selling villas in Punta Cana requires knowing who to talk to, where and when.
For Primaveral 4, a villa project close to Punta Cana's beaches, the question was how to direct monthly campaigns across buyers from the United States and Canada, Latin American investors and local buyers.
At the same time, the developer needed to put its own brand and its projects' brands in order to communicate them with one voice.
How we approached it
Read the market and build the brand to act on it.
Market Trends. A report on global consumer trends, the local economy, foreign investor behaviour and tourism flows.
Recommendations. Target regions, channels, ad-spend timing and content types by buyer profile.
Identity. The developer's 2025 guidelines: logo, clear space, palette, typefaces and adaptations.
Project brands. Brand guidelines for Primaveral 2.
Campaign. El desarrollo se acerca: concept and calendar roll-out.
Content and production. Digital pieces and ongoing video production.
Trends first
The report recommends aligning the message with wellbeing, sustainability and value for money, segmenting by profile —lifestyle or return— and concentrating campaigns in high season.
A brand and its projects
The 2025 guidelines set the developer's system in a palette of blues; each project, such as Primaveral 2, gets its own manual.
A large volume of digital pieces sustains the presence of the brand and each project on social media.
Aplicaciones del brandbook · Lámina 12Identidad visual · Versión de la firmaFotografía de marca · Producción del proyectoPerfil digital · Recurso de identidadFotografía de marca · Producción del proyectoFotografía de marca · Producción del proyectoAplicaciones del brandbook · Lámina 11Social pieceSocial pieceSocial pieceSocial piece
The project, in motion
Video production completes the brand's communication.
