Keeping up the restless pace so characteristic of the brand, Haut’s new launch has all the elements that define the developer’s disruptive profile: innovation, boldness and urban kindness. Tailored to a new consumer mindset, CO-Haut (which carries the suffix “001”, a hint of what is to come) offers a way of living based on the shared spirit the future points to. After all, why not have (and share) electric cars, a wine cellar, a barbershop, a gym, a rooftop, coworking and much more with other residents? Why not go further and live in a park-building that connects two streets and shares its space with the city? Why not own an apartment in one city with the freedom to move to a similar one in another city, without red tape? Because why not. Haut challenged us to create the visual identity for this movement (because it is more than a development). We developed the brand and graphics from the concept of diversity and connection, letting the flexibility of typographic styles take center stage. We took Haut’s original brand and added “CO-”, making this prefix the basis of the pattern that builds the graphic elements. We explored the concepts through basic shapes that generated other shapes through scale, repetition and cuts, giving the brand expression with simple elements. We developed every frame of the manifesto video scripted and produced by Gustavo Arruda, and anticipated possible applications for extending the brand across other platforms. The result is a fluid brand, always in motion and full of personality.
