QuintoAndar became the largest housing platform in Latin America by revolutionizing how people find and move into new homes, whether renting or buying. Simplifying the often painful real estate process by connecting tenants and those interested to property owners, the intuitive platform paved the way to more efficient, transparent real estate transactions in an otherwise bureaucratic industry.

As QuintoAndar grew and evolved, so did their vision for their platform and its impact in the housing segment. To help craft a brand that could reflect those intentions and prepare the company for the next stage of evolution, PORTO ROCHA was invited to develop an identity that reflected the company's purpose and greater focus around the meaningful relationships between people, their homes, and their wellbeing. The project involved an intense co-creation process with QuintoAndar’s branding and creative teams.

The rebrand presented two opportunities ahead. On a practical level, QuintoAndar needed a robust identity that could scale and support its ambition for global expansion. But there was also a clear opportunity to balance their pragmatic, problem-solving DNA with a less-explored side of the brand: the emotional connections, diverse stories and intimate relationships people have with their homes.

Answering the needs for both scalability and human warmth, PORTO ROCHA developed a flexible system inspired by the idea of frames. This simple visual device has an emotional tenor: whether it’s a favorite view through a window, or a family photo on the wall, frames call to mind the most personal parts of our spaces. Used as a motif in dynamic layouts and in motion, these framing devices expand, contract and overlap, bringing together photography, video and typography that celebrate a multitude of stories and perspectives.

Shot by Lorena Dini, the warm, immersive photography transports us to uniquely expressive homes and the stories behind them. From small details to wide angle shots, the new photography direction captures residences and their dwellers in a way that is intimate and unrehearsed. Focused on real and relatable people, this approach to photography helps reveal how people’s homes can become an extension of themselves. Additionally, illustrations by Haley Tippmann and Rafaela Pascotto bring a textural and analog quality to the identity, coming to life both in product and other communication touchpoints. This gestural style shows domestic spaces in a more personal light, setting an unexpected creative tone for the digital platform.

A new symbol for the brand references the 'Q' in QuintoAndar with the geometric precision of a floor plan. Alluding to an open door, the mark extends a welcoming invitation into the different spaces and connections the platform makes possible.

While preserving the equity in QuintoAndar’s blue, an expanded color palette offers greater possibilities for expression across a growing range of touchpoints. The extended palette enables the brand to better communicate diverse stories: the various tones can complement and support the different perspectives of the residents that QuintoAndar serves. In contrast to the expressive sensibility of the new palette and illustrations, a precise, comprehensive iconography library was developed to support ease of navigation on the app and clear information hierarchy.

The sense of openness and empathy found throughout the identity speaks to QuintoAndar's continued mission to solve people's problems and headaches while looking for a new dream house. More than simply a property tech company, QuintoAndar’s proposition is one of connection between all of those involved in the process of finding a new place to live, from owners to tenants, buyers, real estate agents, real estate companies and so on. . Aligning the company’s visual identity with their human-centered mission, the new brand opens the door for QuintoAndar to grow into new markets, poised to help even more people find home.