The challenge

When FARE first approached me, they had a name but no identity, no logo, no brand system, no clear voice. My initial task was to craft a comprehensive brand strategy and visual identity that reflected their vision of creating spaces that resonate emotionally with people. Once the foundation was laid, I joined the team in-house to ensure that every creative effort. From campaign design and project brochures to social media commercials stayed true to that human-centric vision. In an industry often focused solely on profit, FARE’s mission was to put people and emotions at the heart of every project, and that guiding principle shaped everything we created.

The insight

Ecuador’s real-estate language is transactional: square meters, ROI, delivery dates, yet home seekers want to feel possibility, not pricing. By anchoring every touchpoint in the idea of “spaces that move you,” we shifted the conversation from numbers to emotions. Warm palettes, first-person copy, and story-driven visuals turned brochures, hoardings, and even short social spots into invitations rather than listings, proving that architecture sells itself best when it speaks human first.