Pedra Nova
A concept identity for a Catalan residential developer
Pedra Nova is a speculative brand exploration: a fictional residential developer in the Empordà, designed to demonstrate what we'd build for a real client in this category. The work isn't a paid engagement. It's our answer to the question of what a developer brand could look like when treated with the same care as a hospitality brand.
The name means "new stone" in Catalan: traditional masonry craft with a forward-looking spin. The visual system is geometric, architectural, restrained. The voice is technical, specific, never decorative.
Why we made it
Pedra Nova is a speculative identity for a residential developer in the Empordà. Developer branding is the least considered corner of the property market: the homes are the largest purchase most buyers will ever make, and the brand around them is usually a rendering, a serif logo and a phone number. We treated a developer with the same care a hospitality brand would get.
The thinking
The name means “new stone” in Catalan — traditional masonry craft with a forward-looking spin. The visual system is geometric, architectural and restrained, built on grids that echo the way plans and elevations are drawn. The voice is technical and specific: materials, methods, orientation, timelines. Never decorative.
Buyers in this market are making a decision years before delivery, often from another country. The brand's job is to make a company look accountable enough to be trusted with a deposit.
What the brand book covers
Positioning and voice, logotype and marks, the grid, colour and typographic system, photographic and CGI direction, and applications across hoarding, sales material, buyer documentation and digital.
In practice, the developer work we shoot for real clients sits alongside this: aerial and construction documentation during the build, and architectural photography once the buildings are finished.