Adding new layers of intimate stories to housing giant Quinto Andar

Branding, Strategy Advisement

Client: Quinto Andar, Agency: Porto Rocha

Team

Creative Direction: Leo Porto, Felipe Rocha

‍Design: Natalia Oledzka, Marcos Rodrigues, Lucas Machado

Motion Design & Video: Thales Muniz, Young Woo, Duncan Brazzil

‍Animation: Giordano Caldas

‍Project Management: Nicholas Schröder, Elisa Bortolini

Illustration: Haley Tippmann, Rafaela Pascotto

‍3D Design: Bruno Faiotto

‍Strategy Consultancy: Matheus Dick Lee, Gustavo Bonfiglioli

‍Web Development: Fluxo

‍Brand Photography: Lorena Dini

Filmmaker: Natacha Mantovani

Case Study Photography: Yasmin Velloso

See full case study at PORTO ROCHA

Overview

QuintoAndar is the largest housing platform in Latin America. The company revolutionized the bureaucracy and multiple-step landscape of the Brazilian real estate market in an intuitive and efficient way. Through QA's digital marketplace people who wanna sell or rent are closer to people who are dreaming of a new home.

Despite being known and loved by its functional and transactional attributes, QA relates to what's more personal and important in people's lives: their homes. To support the company's global ambition and add new layers of emotional meaning to the brand, I collaborated with PORTO ROCHA and QA branding and creative teams as a strategy consultant throughout their rebranding process.

As part of our branding journey, I conducted interviews with 8 key QA executives, including founders, marketing directors, and product directors. This investigation, which also included desk research and cultural analysis, led to a brand audit providing a clear diagnosis of the brand's current perception, challenges, opportunities, and actionable branding recommendations.

Using the insights gathered from the brand audit, we collaborated on finding a new brand voice that could accommodate the emotional connections, diverse ways of living, and unique life stories associated with our homes. The new QA brand showcases the vivid real stories people live inside their homes. It balances its data-driven and problem-solving essence with a warm and inviting new range of sensations.

QuintoAndar is the largest housing platform in Latin America. The company revolutionized the bureaucracy and multiple-step landscape of the Brazilian real estate market in an intuitive and efficient way. Through QA's digital marketplace people who wanna sell or rent are closer to people who are dreaming of a new home.

Despite being known and loved by its functional and transactional attributes, QA relates to what's more personal and important in people's lives: their homes. To support the company's global ambition and add new layers of emotional meaning to the brand, I collaborated with PORTO ROCHA and QA branding and creative teams as a strategy consultant throughout their rebranding process.

As part of our branding journey, I conducted interviews with 8 key QA executives, including founders, marketing directors, and product directors. This investigation, which also included desk research and cultural analysis, led to a brand audit providing a clear diagnosis of the brand's current perception, challenges, opportunities, and actionable branding recommendations.

Using the insights gathered from the brand audit, we collaborated on finding a new brand voice that could accommodate the emotional connections, diverse ways of living, and unique life stories associated with our homes. The new QA brand showcases the vivid real stories people live inside their homes. It balances its data-driven and problem-solving essence with a warm and inviting new range of sensations.

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Intimate home stories as heroes