Myrlo Habitat
Where space adapts to your life
Myrlo Habitat is a property developer founded on the backing and experience of a well-established construction company in the north of Spain.
Their first development – an integral refurbishment of a building – lays the foundations for what will be their value proposition: creating homes which adapt to each person’s way of life.
At all times this development has been guided by offering an alternative to what is usual in the market; both in the discourse and narrative and in the way it is activated. It is not a mass business, on the contrary; the aim is to segment audiences very well, favouring those who value proximity and quality over other more mainstream constructions.
CLIENT
Valentín Martínez ConstruccionesAREAS
Brand activationBranding
Naming
Web & Digital
PROJECT
+ info
OBJECTIVES
- Create a meaningful name which activates and reflects the company’s values: familiarity, honesty, trust, accessibility.
- To reflect sustainability, environmental regeneration and the recirculation of the construction process.
- To differentiate themselves from other proposals in the category with a simple but recognisable format, creating an instant connection and set on a human scale.
PROPOSAL
The name, ‘Myrlo Habitat’, evokes the idea of a home tailored to the needs of its inhabitants, similar to the blackbird – a bird which adapts to different environments. The brand aims to convey a sense of familiarity, trust and commitment to quality and sustainability
Myrlo contains a metaphor. The word, mirlo, is Spanish for blackbird, and this black-feathered bird is associated with a Spanish expression (which literally translates as ‘to be a white blackbird’,) used when we talk about something being a rarity, strange, or a marvel, extraordinary.
From there, on the basis of this simile, we create this family nest, the environment in which they can develop, a home which is something more than a physical space delimited by walls; it is an environment of relationships in which dreams and desires crystallise, an environment which is inhabited emotionally, in which the feelings of ownership, security, comfort and belonging are awakened.
GRAPHIC SOLUTION
We are talking about a home, in this case the home of a blackbird, a little wooden house, the synthetic simplification of this element which activates childhood memories in all of us. We seek that nostalgic emotion which helps us to fix that graphic idea in our minds. The typography is constructed from this graphic idea: a modern and elegant typography, with colours which reflect nature and sustainability. The logo incorporates elements which symbolise adaptability and harmony with the environment, especially the letter ‘A’ which is directly inspired by that little wooden house.
We frame it in a Brand Block in such a way as to provide solidity and structure, while generating a visual context which modulates spaces, walls, enclosures… the same as the property developer.
The very neutral earth tones of the typographic palette bring peace and calm to the whole ensemble.
A project which requires a different kind of staging. In order to accompany the customer during their purchasing experience, on one of the most important investments they will make in their entire lifetime, we have created an exclusive promotional dossier which reinforces all the decisions they must address.
