Grupo Terraforte is a business ecosystem of land related services, covering earthworks, land subdivision, regularization and more. The founding view is that land means security, so anything built on land has to be strong. The purpose is practical: clients should not have to chase a dozen different suppliers for a single project, and Terraforte centralizes all of it with the best technology and communication available.
Research confirmed what the partners had reported: the biggest pain in the sector is security, reliability and transparency, and it appeared across all four personas analysed. The brand therefore had to project trust, with a firm, educational and transparent voice, showing internal process and adapting tone for each persona in the channels each one actually uses, so every audience hears the message, understands it and repeats it.
The master concept ties the brand back to land and to the daily routine of every persona. They all have one thing in common, they wake up early, so the sunrise became a graphic element inside the logotype. Every morning a client wakes up, the brand should come to mind as security, as ecosystem and as the reference of its market. The remaining graphic elements follow the same strategic pillars: transparency, trust, direction, accessibility and land. The association is deliberately simple, because it needs to work for every qualified audience of the group.
