Mota-Engil, a leader in infrastructure development projects, created a line of businesses focused on real estate.
They had the challenge of differentiating themselves in a sector undergoing a strong pulverization trend.
After a process of continuous collaboration, we discovered that the core messages in the industry were based on exclusivity, amenities or the latest technology, but few focused on the most important aspect: creating quality, safe, efficient and aesthetic spaces, designed for the well-being and needs of those who will use these spaces to live or work.
The challenge was to find the voice and name for a project that wanted to create the foundations of a new real estate generation.
Inspired by the Roman culture, the name Lares represents the deities that protected the family home or public territories from wickedness and the gathering points where families grow and extraordinary life stories happen.
Naming, Copywriting, Visual Design