Franc immerses itself in the new real estate business world, where deals happen between lunch and golf, great opportunities arise from unexpected places and real estate projects actually bring terms like wellbeing, community, empathy and sustainability into consideration.
Monumento was commissioned to develop this project in its entirety, starting with the company’s name and brand essence. For this task, we designed the concept of “A (real) real estate company”, an idea founded on the motivation to embrace the main assets of the company: knowledge, expertise and honesty, now represented as Franc, a humanized version of experience and sophistication.
By using Times New Roman as its main typography, the message stays grounded and timeless while making a traditionally cold industry more approachable and democratic. The company’s vision gets whole with Franc’s identity encapsulated in an original character: a savvy, thoughtful and honest professional real estate expert, charmingly illustrated by Japanese artist Satoshi Hashimoto. Following this essence of humanity made the process of developing the branding system rather breezy and simple. Franc knows when to get poetic and uplifted and when it’s time to get right down to the numbers. The system contains contrasting elements which together work in full harmony, allowing us to treat every brand’s touchpoint individually, according to its target while speaking in a smart and beautiful way together. With this system, Franc doesn’t sacrifice the institutional essence that brings confidence to the table. It just makes it human.
Illustrations: Satoshi Hashimoto
