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Mota Machado

Building pathways to living well

Strategy, Brand, Positioning, Visual and Verbal Universe

Challenge

With over 50 years in the market, Mota Machado has established itself as one of the leading construction companies.high-standard hours of Ceará, Piawe and Maranhão. With the changes suffered in the import sectorfurniture in recent years, was I need to reviewvisit your strategygia to generate even more relevance for the current generatesowners e to the that are yet to come. With focus in quality, ethics and ASG, the objective era posistart the Brand Clearly establishing itself as the best option in the region..

STRATEGY

Through in-depth interviews with executives and clients, and market analysis, it became clear that the brand already stood out in a generic, unstructured market with little direct connection to people. Generations of owners highlighted the closeness, empathy, and care with which Mota Machado develops its projects, actively contributing to greater well-being.

Despite strong associations with trust and credibility, it wasn't perceived as innovative, and the role of ESG in its value proposition wasn't yet resonating with its target audiences. Therefore, it was necessary to revisit its brand DNA, leveraging its strengths and creating opportunities.

Thus, we co-created a new Mota Machado. An authentic, sensitive, responsible, and restless brand, with the purpose of "Building pathways to living well." It evolves its business through a robust and complete ecosystem of real estate services, with meticulous attention to detail throughout. It uses ESG as its compass and has people as the starting point for all its evolution.

VISUAL AND VERBAL UNIVERSE

Mota Machado is part of many people's lives, building homes, dreams, and lasting relationships. Therefore, Universo Verbal translates this entire new phase with dedication, confidence, and by highlighting the good that only she can deliver, also through her words. With titles like "Plan of the work, map for your home," "It brings well-being," and "Well-built for you," Mota Machado reinforces the bond with people and her creations, always showing that the fulfillment of each individual is her main focus.