Vivaz

The Cyrela group has always been recognized for its high-end developments and focus on high-income audiences. To expand its business strategy, it entered the “Minha Casa Minha Vida” program – a government initiative that helps low-income families buy their own homes – with a new brand. What is the best architecture and strategy to reach this new, lower-income audience?

We developed Cyrela’s new proposal aimed at consumers with lower purchasing power. We were responsible for creating and developing the new brand’s positioning, name, visual and verbal identity. This project was developed with the intense collaboration of the Cyrela team and with many valuable insights from consumers. The result is a cheerful, reliable brand, with a popular (yet sophisticated) language. It’s straightforward, no frills, and speaks directly.