Details
MCM Premium Homes is a subsidiary of McMakler that concentrates on the premium and luxury segments of the real estate market. They approached us to help them with a new identity and website that would be their main communication tool. The branding process started by researching the concept of “new luxury” and how it changed in our post-industrial/post-modernist era. It was instrumental for us to understand who the people we are communicating are and how they see themselves in the arguably more transparent and meritocratic social structures of today.

The data acquired during our research informed our general approach to communication and the visual language. We created a reserved yet noble identity that is rooted in both tradition and the future, integrity, and technology. The almost invisible, natural colour scheme and functional, well-thought elements contribute to the sense of decency and comfort that are emblematic of a truly premium product. Two classic modernist fonts were chosen as a foundation for a clean yet multifunctional typographic system.