The Adelante Homes

Visualisation of Casa Agave, a pale two-storey Mediterranean house among pines above a terrace and pool, under a blue sky

Brand identity & strategy · JáveaCasa Agave, Jávea · Visualisation by Studio Kuu

Design-led homes in Jávea, shaped around the Mediterranean way of living.

Sector: Property
Location: Jávea, Spain
Services: Brand identity, strategy, brand guidelines, stationery, signage, social media

The whitewashed terraces of Casa Garrofer against a clear sky, a reed pergola on the roof and a carob tree in front

Casa Garrofer, JáveaThe symbol: a doorway inside a circle

i. The brief

More than square metres.

For a residential developer, the brand has to say more than square metres and finishes. The Adelante Homes wanted to communicate the way of living behind its houses.

A mark, a palette and a voice for a developer building and renovating homes in Jávea, set down in one set of guidelines and carried onto house signs, stationery and social media.

Unlock your paradise

After the type sample in the guidelines

Brand overview

What, who, how and why.

In the client's words, from the brand guidelines

Create a life that you love in a home that inspires you. The Adelante Homes are designed for optimal comfort and wellbeing. Enjoy the good life on the Mediterranean in a beautiful, well-crafted home.

We believe a beautiful and functional home is the necessary foundation for you to live your best life. With innovative designs and high standards our mission is to create living spaces tailored specifically for each individual client so he or she can thrive from within.

The Mediterranean way of living is a transformational experience, and we're here for you every step along the way. We are an expert team who collaborate with some of the finest suppliers to help you create your dream home in Javea, Spain.

The Adelante Homes are much more than luxury houses. They are a way of being. We want you to live an experience from the beginning to the end and to be transformed by the Mediterranean way of Adelante living.

The brand, visualised

Hola. Hello. Adelante.

Hoarding, brochure, posters, cards, bags, billboards, van, notebooks and a welcome box. Mockups made for the brand, not photographs of anything produced.

Site hoarding

A brochure cover reading Inspired living over an interior, lying on a taupe folder — Brochure

Three posters: an interior with Live inspired, a forest poster reading Homes that move you, and a thank-you card — Posters

A forest-green business card with the arch symbol and name in copper foil — Business card

A canvas tote printed Hola. Hello. Adelante. floating in a pool — Tote

A black roadside billboard reading What moves you? among palm trees by the sea — Billboard

A forest-green van wrapped in a palm pattern with the line What moves you? — Van

A cream billboard asking Is this your view? above a clifftop bay, for Casa Llentiscle — Billboard

A white notebook printed Hola. Hello. Adelante. on marble — Notebook

A canvas tote printed Are you home yet? floating in a pool — Tote

A black notebook printed Take time. Take notes. in dappled sunlight — Notebook

A cream welcome box printed You Are Home. in warm sunlight — Welcome box

A small branded bottle of olive oil on a stone plinth — Olive oil

01 / 13Visualised

ii. The idea

Light, indoors and out.

We centred the identity and strategy on the lifestyle: light, the meeting of indoor and outdoor space, and homes shaped for everyday living. The visual story runs from the brand identity into property brochures and the finished homes.

The symbol is a doorway inside a circle: three arches, one inside the next. The name sits beneath it in wide-spaced capitals, with Adelante in bold.

Logo variants

“Depending on the place of use, use logos from 1 to 4 in order of priority.” Brand guidelines

A whitewashed garden wall with the arch symbol and Casa Garrofer in terracotta letters, a cactus in a clay urn beside the gate

On the wall

Casa Garrofer, by name.

The house's name sits under the symbol, in terracotta, on the wall by the gate.

Casa Garrofer, photographed in place.

Colour

Forest, terracotta and stone.

Colours inspired by the Mediterranean. Natural tones of the textures of local materials.

Values as printed in the brand guidelines. Open a colour, then copy its HEX.

Forest

Forest

HEX: #152419
RGB: 21 36 25
CMYK: 6 0 4 86
Pantone: 5535 C

Terracotta

Terracotta

HEX: #A97C64
RGB: 169 124 100
CMYK: 0 18 27 34
Pantone: 7515 C

Taupe

Taupe

HEX: #BDB0A8
RGB: 189 176 168
CMYK: 0 5 8 26
Pantone: Warm Gray 2 C

Sage

Sage

HEX: #A29A90
RGB: 162 154 144
CMYK: 0 3 7 36
Pantone: Black 0961 C

Stone

Stone

HEX: #E2D7D1
RGB: 226 215 209
CMYK: 0 4 7 11
Pantone: 11-0603 TPG

Cream

Cream

HEX: #F8F5F5
RGB: 248 245 245
CMYK: 0 1 1 3
Pantone: 115-7 U

Typography

A serif to say it, a sans to sign it.

Butler, the guidelines' clean, modern serif, carries the headlines from ultra light to extra bold. Century Gothic, a geometric sans, sets the text.

Primary: Butler · Ultra Light, Medium, Extra Bold
Secondary: Century Gothic · Regular, Bold

H1 · Ultra Light

H2 · Medium

H3 · Extra Bold

From the social media templates, set in Medium

The guidelines' own typography sample, set in Butler Ultra Light.

Shapes and pattern

The arch and the keyhole.

Two shapes from the guidelines, solid and in outline; the arch, on repeat, becomes the pattern.

From the social media templates

Three posters on a wall: an interior with Live inspired, Homes that move you on forest, and a thank-you card

What we made

Brand strategy and positioning
Logo suite: symbol and four versions
Colour palette and typography
Design and brand guidelines
Stationery: letterhead, envelope, business cards
Iconography and infographics
Shapes and pattern
Social media templates
House name signs

The Adelante Homes — Jávea

Credits

Brand identity, strategy & guidelines: Workhouse Collective
Client: The Adelante Homes
Photography: Clemente Vergara, Ivan Ladejo and Fran Álvarez (Casa Buganvilla); The Adelante Homes (Casa Garrofer)
Cover image: Casa Agave, visualisation by Studio Kuu, Jávea
Mockups: Hoarding, brochure, posters, card, totes, billboards, van, notebooks and box are visualisations

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