Strategy

The diagnostic investigation involved in-depth interviews with company executives, B2B clients, end consumers, and market and competitor analyses. Throughout the process, examining the learnings, we identified a powerful strength: with a background in auctions, Zukerman had spectacle in its DNA.

From there, we combined this talent to solve one of the biggest pain points in the market: the bureaucracy of real estate transactions.

His talent for creating memorable experiences is immediately apparent when guiding people along their journeys, whether digital or in person. And like a master of encounters, he creates the ideal combination of people and properties. Always using data intelligence to create fantastic moments, he brings more enthusiasm to the journey.

In its positioning, it translates its ability to combine digital efficiency with human warmth and reminds us that with it, the fantastic is knocking at the door.

More than just reducing annoyances, an impressive, optimistic, bold, and experienced brand came along to transform the tedious into something fantastic. And that's how Zukerman becomes Zuk.

Naming

The challenge of the project was to delve into the new value proposition while preserving the memory of the brand's history. The intention was to create names that would advance into the territory of enchantment with a more flexible and fresh construction.

Friendly, short, and magical, "Zuk" strategically balances the essence of Zukerman by maintaining its solidity, while being able to keep up with the modernization of the business with a construction closer to the digital universe. 

Creatively, it goes further: “Zuk” sounds like a nickname and an onomatopoeia, a “spell” cast that turns the boring into something fantastic. In this way, it has the potential to be more lasting and adaptable to the brand's future transformations.

Creation

Zuk's new brand and expression allow for modularity and diverse applications, bringing flexibility to the language across various touchpoints. The logo takes on different combinations, adapting to different spaces in a solid and harmonious way. 

The logo is bold and striking. It reflects Zuk's new phase, with performance and focus on the digital world. Its design features expressive diagonals reminiscent of opening doors, highlighting the brand in the visual language. 

 The illustration and photography present Zuk as a real and inspiring brand. It focuses on people and their moments, conveying warmth and confidence. The new color palette is vibrant and inviting, reflecting the brand's optimistic personality and coexisting with typography that presents the business experience in a relatable and inspiring way. The supporting typography is simple and digital, bringing clarity and helping to simplify the language of the real estate world. 

VERBAL UNIVERSE

 To translate the purpose of "Making the boring something fantastic" into a speaking attitude, we created tones of voice that demystify and deepen the understanding of the auction world, while also highlighting the enchanting aspect of this segment.

 Zuk becomes a brand that speaks of “"Fantasticese", with inspiring vocabulary that evokes the spectacle in a unique way; “"Feeling that Speaks"” which brings the right emotion to the speech and the “"Follow My Voice", which conveys confidence to guide people through the auction process up to the point of entering the property. These resources are possible thanks to attunement with the archetype of the magician, which allows for unlocking knowledge in a transformative way. 

In titles such as “"If the auction is this spectacular, imagine the view from your new office."”; “"Zuk! The mistrust has disappeared."” e “"From the auction to the open house, you'll be amazed."”, We balanced texts that combine scenarios, auction stages, and fantastical expressions, even turning the name "Zuk" into an onomatopoeia, like a spell capable of simplifying and surprising our consumers from the beginning to the end of their journeys.