Less property.
More listening.

Industry: Real estate consulting
Location: Santos, Brazil
Year: 2026
Scope: Visual identity and photography direction

Man walking at home next to the Estevan Hara symbol

The challenge

House, key and roof: the whole industry speaks the same visual language.

Estevan Hara is an independent real estate consultant in Santos, Brazil, with hand-picked homes near the beach, from upper-mid to high end. The brand needed to break the stereotype of the pushy broker and show a partner instead: a simple, transparent and safe journey, at the buyer's own pace.

The idea

Talk about listening, not about property.

No houses, roofs, keys or buildings. The symbol comes from the name itself: solid geometric shapes that read as an H. Behind it, subtle nods to Japanese culture: harmony, care and perseverance.

Estevan Hara symbol filled with a photograph

The identity

Calm, clarity and natural light.

The colors.An accent blue, a deep blue and neutrals. Trust without coldness.
The typefaces.Inter for text and Francues for headlines: clean reading with a signature touch.
The photography.Natural light, architecture, real materials and a subtle human presence. The property is there, but the person is at the center.

The pieces all speak in the same tone:

“Seu ritmo. Seu momento. Seu controle.” (Your pace. Your moment. Your call.)

“Decisão boa não precisa de pressa.” (A good decision doesn't need to be rushed.)

“Quando o processo é claro, a escolha é leve.” (When the process is clear, the choice feels light.)

Piece reading “Decisão boa não precisa de pressa.” (A good decision doesn't need to be rushed.)

Piece reading “Quando o processo é claro, a escolha é leve.” (When the process is clear, the choice feels light.)

Couple having coffee inside the symbol's frame

Couple talking on a balcony overlooking the sea

The applications

From the welcome box to the beach umbrella.

The identity is already live on social media. The system was also designed for stationery, a new-listings folder, T-shirt, cap, tote bag, welcome box, beach umbrella and website.