Shaping the future
Identity as a foundation
Axiare Patrimonio, a property asset management company listed on the Madrid Stock Exchange, asked SUMMA to create the branding for the most ambitious project in terms of innovation and technology it had developed to date, representing an investment of more than six million euros. This is a building that aspires to become one of the most advanced properties in Europe in terms of efficiency, sustainability and technology—indeed, the first office building to have its own virtual assistant.
The real estate market is increasingly looking towards branding to add value to its assets, to better promote its attributes and differentiating factors, and to strengthen its image with a view to marketing. Given the iconic value that some buildings enjoy in their locations, giving them a specific branding allows the image they convey to be managed professionally, avoiding random or uncontrollable factors (such as popular names being given to the building) having an impact on their market perception.
Step by step
SUMMA’s work entailed defining a strategic concept for the building, creating a name for it, designing its corporate identity and undertaking the design of the main areas through which the building’s identity would be expressed. The strategic concept sought to emphasize that all the technological advances and benefits of the building were designed to improve the quality of life of the people who use it, and that it is not simply an ostentatious or futurist high-tech workspace. The building needed to appeal to the world’s most advanced and leading companies. Companies looking for offices consistent with their values and culture; that help to transmit who they are and that they understand the modern working ethos (i.e. greater flexibility, interaction, connectivity, etc.), as well as having cutting-edge technological tools commensurate with the company’s own approach to innovation.
Buildings that also contribute to efficiency and productivity, making life for their inhabitants easier and being sustainable in the broadest sense of the word (not just environmentally). To express this concept, SUMMA created the name Virto. This term not only conveys technology but also its human dimension, as the building takes on a life of its own and connects with its inhabitants through the virtual assistant that provides services for its users. Thus, whenever you need anything in the building, you use a series of apps and screens to speak to Virto, who then provides assistance with presentations, directions within the building, and so on.
Identity in movement
The identity was inspired by the shapes in the work of artist Pablo Palazuelo, as was the design of the building’s façade and interiors, in a visual association between its corporate identity and its architecture. Both teams identified in the artist that much sought-after bond between graphic design and architecture. The design work was therefore primarily an exercise of formal and artistic exploration. We wanted the typeface to reflect the attitude of the building. Palazuelo’s style provided us with an index for creating a fluid brand, in constant movement, that would be capable of giving a voice, not only to the building itself, but also to the artificial intelligence housed within it.
Hi, Im Virto
Virto is more than a building; it is a digital entity with which to communicate by voice, touchscreens and movement control scanners. Its presence will radically improve the operation of services and security, and will definitively transform the working experience of its users. Amongst other features, users will be able to access the workplace using a virtual key in their smartphone, book a parking space for electric cars, reserve a meeting room, or choose their lunch menu in the cafeteria. Users can also report any incidents in the building to the maintenance service or check the quickest route to get to their office, plus a host of other features that will be added according to the services demanded by users. Like a constantly-developing brain.