Branding and positioning · New-build homes
Onew builds homes from the ground up for people looking for a place designed around them. We developed the name, concept and brand identity to express this approach to construction: listening to the people who will live in the house, understanding its surroundings and making every decision a considered response. Based in Garraf, the company combines a personal service with modern architecture shaped by a Mediterranean sensibility.
Concept
Before a home is built, there is a space to imagine. That blank canvas is the starting point for Onew's concept: a house shaped by each client's ideas, needs and way of life. The symbol combines the frame of that canvas with the outline of a house, turning the journey from imagination to construction into a simple, distinctive and recognisable image.
The name draws on the idea of ‘new build’ and captures the possibility of starting afresh. Around it, we built a language of clean lines, balanced proportions and open spaces. Every decision gives shape to the same brand promise: a distinctive home designed for the people who live there and conceived in relation to its surroundings.
System
Onew condenses the idea of ‘new build’ into a short name that works for both local and international clients. Its sound and written form let it take the lead without overwhelming the identity. The name places the beginning of each home at the centre of the story: a new space defined by the person it is for.
We designed the symbol by bringing the house and the canvas together in one geometric construction. The frame represents the space for imagination; the house, the realisation of what is planned. Balanced proportions and breathing room around the composition bring clarity and order, connecting the identity with the language of modern architecture.
The brand puts bespoke construction at the heart of its offering. White and blue create a bright, calm Mediterranean presence, connected with modern architecture that seeks to fit into its surroundings. This language expresses an approach attentive to the home, the landscape and the people, giving meaning to Onew's personal service.
Applications
Uniforms, site signage, vehicles and documentation bring the identity into everyday construction. White and blue, the use of the symbol and uncluttered layouts give the brand continuity from the first contact to its presence on site, making the care behind its offering visible.
