Context, challenge and objectives

The creation of a brand is always linked to the area of action and market in which it acts and influences. Thus, understanding a context such as Puerto Rico, with all its particularities, was key for this case.

Puerto Rico as a real estate market is booming thanks to the investments of Americans with high purchasing power who are looking for a more authentic and relaxed lifestyle. They are attracted by an island with a tropical climate, which despite its size, has a diversity of ecosystems, dry and rainforests, mountainous areas, coastal and marine ecosystems, as well as rivers and lakes; in addition to the tax benefits offered by this unincorporated territory of the United States, which acts as a Commonwealth with self-governing status.

Upon meeting Priscilla Ferrer we clearly detected that the key to her success and positioning in the market is intimately linked to her way of working, whose pillars are personalised attention, a lot of training, exclusivity, intuition, passion and a deep know-how of the luxury real estate market in Puerto Rico. Their sensitivity and in-depth knowledge of the market, ranging from the applicable laws, regulations and valuations, as well as the evolution of acquisition and sales behaviour, allows them to detect and offer unique, special and ad-hoc homes to satisfy the dream, desire or need of their clients.

After more than 35 years in the business, one of the challenges for Priscilla Ferrer Estate as a brand was to face and compete with large international real estate companies well established in the luxury real estate sector. 

This challenge, in turn, was the handicap and the differential value of Priscilla Ferrer with respect to its competition. Our aim was to position Priscilla Ferrer Real Estate as a benchmark and a brand worthy of the trust of its clients to acquire a luxury property in Puerto Rico. To do so, we had to define a brand strategy that was faithful to its work philosophy. A visual and verbal identity that would allow it to compete in the market with the big agencies, without falling into the temptation of giving value only to the person, as we are not just talking about a personal brand, but about a culture and a way of working shared by the whole team. Our aim was to transmit the professionalism, passion, knowledge, wisdom and sensitivity that characterises them and allows them to connect, very successfully, the needs of the client with the existing offer on the market.

In a competitive context such as luxury real estate, connections, intuition and legal knowledge make the difference with respect to other professionals in the sector. Recognising and bringing to light those attributes that make Priscilla Ferrer unique and have given her a privileged place in this market was one of the challenges and purposes of the project.

After contextualising and delving deeper into the way she works, we extracted a series of differential values that allowed us to define who Priscilla Ferrer Real Estate is and to reflect this in her identity.