Understanding
Interviews with the founders, a review of Barcelona agencies, a map of four audiences and their questions before a deal.
Projects/Gralen Real Estate
A new identity for a real estateagency in Barcelona
01Context
Gralen handles real estate deals in Barcelona: sales, rentals, relocation support. The company grew faster than its identity.
The agency works with people who sell, buy or move to Spain, and with partner agents. Each has their own question and their own path to a deal. The old brand and website spoke to everyone the same way and hid the main thing: Gralen guides a client from the first viewing to the keys.
- Client
- Gralen Real Estate
- Industry
- Real estate · Barcelona
- Year
- 2025
- What we did
- Strategy, mark, identity, UX/UI, website
02Problem
The old mark carried unrelated associations and got in the way of trust. The website looked like a template: properties got lost in the catalogue, clients left without sending a request.
03From problem to goal
- 01MarkBorrowed associations instead of trust in the agency.A mark free of borrowed meaningsAn image of its own that reads as premium real estate.
- 02AudiencesOwners, buyers, relocators and partners in one menu.A path for everyoneFour scenarios: sell, buy or rent, relocate, partner.
- 03Path to a requestA catalogue without a map or clear filters, the request form hidden.More leads from the websiteMap search, a strong property page and booking a viewing in one step.
04The OBLIQ method
Four stages, from talks with the founders to a site launched in two languages.
Meaning
The position of "an advisor people trust". A calm tone without pressure or promises, facts instead of loud words.
Form
A new mark, typography, palette and website assembled into one system. A design system for the catalogue and property pages.
Impact
Launch in Spanish and English, lead analytics, improvements based on visitor behaviour.
05Identity
A bird above the letter G: the ease of a move and the confidence with which the agency leads a deal.
A classic serif in the name and a calm sans in the signature.
Palette04
Graphite#1F1E1C
Lime#F4F2EE
Sand#B9A888
Stone#6C6A66
Typography02
Cormorant GaramondSerif · name and headings
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp 0123456789
JostSans · interface and text
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp 0123456789
Carriers03
06Website
The website is built around the client's questions. Each audience lands in its own section, and the path to a property and a request takes a few steps.
The client's path
The home page splits the audiences into four entrances, and every path leads to a request.
Home
Ownerssell
Looking for a homebuy or rent
Movingrelocate
Partnerspartner up
Request and viewing bookingUXDecisions for the user
- 01
Four entry points
For owners, Looking for a home, Relocating, For partners. The menu separates the audiences right away.
- 02
Catalogue and map
List and map on one screen, filters by type, price, area and rooms.
- 03
Property page
Floor plan, video and 3D tour next to the price. Booking a viewing with one button.
- 04
Two languages
Spanish and English for local clients and for those who relocate.
Mobile version01 / 02
The Gralen website on a phone on sunny stoneThe Gralen catalogue on a phone on a wrought-iron balcony
07Result
Gralen got an identity that matches the level of the company: a mark free of borrowed associations and a website that guides every client to their deal.
4scenarios for different clients
2website languages
1system: mark, website and brand items