60 Balconies is an accommodation proposal that restores unique buildings and turns them into tourist apartments where travelers can cook, rest, enjoy and, ultimately, feel at home. The evolution of the project has led them to grow geographically and in building typologies, aiming at a higher segment. This new scenario required a reflection on the brand architecture and a repositioning in the market to boost its business and consolidate the 60 Balconies concept.
We defined a new value proposition, encapsulated in the motto “Your stay, your story”, to project the versatility of the experiences and the universe of possibilities that 60 Balconies opens up to the traveler. We also rethought the brand architecture, developing a naming system that would serve for the new organization of the portfolio, so that the differential qualities of each of the buildings would be intuitively understood.This approach also modulated the visual aspect of the brand where, in addition to refining the logo, we created a graphic system capable of responding to the different traveler profiles at each point of contact, from web design to space signage. With all this, we created a timeless brand, which maintains the character and personality of the original 60 Balconies project, but with a new charge of sophistication and elegance that helps to project its new ambition and residential offer.