Óbeli
The architecture practices landscape, as all other creativity related spaces allow for a great variety of approaches, brand positionings and brand names to support the brands.
Naming possibilities are also vast — the challenge with Óbeli was understanding that although a recurrent solution, using an author related brand name could be a start, as it was for them, a limiting choice for a growing business that understands the need for talent to grow.
The discovery phase also clarified the collaborative nature of the brand’s culture, reinforcing the need to build a more inclusive brand language, without giving up visual and verbal aesthetic characteristics relevant to the brand’s architecture business practice.
Naming
Visual Identity
Timeless/
Architecture+Art
Modern+ Sophisticated
Obelisk
A new name, to signal new times for the business
Previously named “Marina’s Arquitetura” — after the plural form of two founding partners’ names — the business’ goal to expand lead to the need of a new name and identity to encompass and shape the brand’s vision for the future, of a more collective and expansive environment for growth.
From a personal and signature like name, to a broader and unique name that could express the brand’s nature: Plurality, Science and Freedom to develop an architecture that brings harmony as a central aesthetic value; efficiency as a core functional pilar; through deep understanding and knowledge of the people involved in the environments that would come to life.
An authentic and strong name allows for the visual Language to ‘carry Less weight’ — moving away from obvious technically related solutions, the new Logo brings a subtle mention to the most common and necessary structural angles in architecture:0,45 and 90 degrees.
The angles, shapes and 3dimensionality are common subjects in architecture—the design strategy was to take that figurately to become a Living identity element for dynamism, movement and growth.
