Grupo Hogme
Reimagining Residential Real Estate Through Design and Community
During the pandemic, many residential developments went bankrupt due to economic conditions and a focus on poorly understood efficiencies. Hogme Group, a leader in real estate intelligence in Mexicali, saw an opportunity to turn the problem into a new business model guided by financial reengineering and a better residential product to extend its offering into real estate development, reimagining residential real estate through design and community
A Fellowship Journey Led by: Empathetic Discovery | Inclusive Strategy | Tomorrow-Ready Identity | Flexible Visual Systems | Welcoming Design | Visual Storytelling | Illustration
How might we shift perceptions of failed housing properties, attract first-time homebuyers, and craft a resilient brand for future developments?
Through active listening and collaborative design, we partnered with Hogme Group to evolve their brand equity across existing and future projects. We developed a dynamic identity and communication system that adapts to various contexts, enhancing the brand experience.
This flexible approach allowed us to:
1. Reframe project perceptions
2. Build credibility and trust
3. Optimize long-term marketing investment
4. Highlight the true value proposition
Our strategy centered on the idea that a house becomes a home not through size but through the experiences within its walls. We encapsulated this in the concept: "El valor de una inversión está en los metros que se viven, sino en los metros que se construyen." (The value of an investment is in the meters lived, not the meters built.)
Within the first month of relaunching the initial residential area, 39 houses were sold, meeting annual objectives in just six months. This success increased capital gains for existing owners and catalyzed investment in four additional residential areas.
1. Opportunity in Adversity
- Doodle your way through market challenges to uncover hidden opportunities.
- Regularly reassess market needs, seeking underserved areas ripe for innovation.
2. Perception Redesign
- Transform negative perceptions through strategic rebranding and clear communication.
- Craft narratives that highlight your unique approach and solutions to industry issues.
3. Value Beyond Features
- Emphasize experiential value over mere product specifications.
- Use storytelling to illustrate how your offering enhances lives and creates memories.
4. Success as a Catalyst
- Leverage initial wins to fuel expansion and innovation in related areas.
- View each success as a steppingstone to broader impact and progress your brand.
5. Collaborative innovation
- Foster a community of diverse perspectives to drive innovative solutions.
- Cultivate partnerships that extend beyond traditional networks.
6. Adaptive Brand Architecture
- Develop a flexible visual system that maintains core identity while adapting to various contexts.
- Ensure your brand can evolve with changing market dynamics and community needs.
7. Brand Equity as an investment
- View brand building as a long-term investment in community and commercial value.
- Focus on consistent messaging, quality offerings, and positive user experiences.
8. True Value Discovery
- Uncover and highlight the deeper, often intangible value of your offering.
- Connect your product or service to emotional, social, and experiential benefits.
By embracing these principles, we're not just selling houses but designing progress, one community at a time. Our approach transforms residential real estate from mere transactions to opportunities for meaningful living and shared growth.
