Lumaia is a prestigious real estate development in Villa La Angostura, Argentine Patagonia, targeting a global premium audience. The project aims to capitalize on Patagonia's allure while offering unparalleled luxury living. The brief emphasizes environmental sustainability and cultural integration, with a main objective to create a brand identity that reflects exclusivity, environmental harmony, and cultural appreciation, attracting high-net-worth individuals seeking unique lifestyle investments. Lumaia comprises a select number of luxury residences and amenities, maintaining exclusivity and prestige. Due to its high-end positioning, sales will be conducted through direct channels, targeting discerning buyers with personalized experiences, eschewing mass communications.

The potential target was divided in 3 main clusters:

Wealthy Nature Enthusiasts: Patagonia is renowned for its stunning natural landscapes, including mountains, glaciers, and unique wildlife. The Lumaia visual identity had to portray and symbolize the nature connection offered by the real state project, attracting wealthy nature enthusiasts from all over the world.

Wealthy Retirees: Affluent retirees looking for a peaceful and scenic place to spend their retirement years. The promise of a quiet, exclusive setting away from bustling city life should be expressed in a very appealing way.

Eco-conscious Wealthy Buyers: Individuals who are environmentally conscious and wish to live sustainably, without giving up comfort and luxury.

In order to present the project to potential investors, highlighting its uniqueness and premiumness, we integrated natural forms and architectural refinement into a cohesive visual narrative that mirrors the balance and beauty of Patagonia's culture and landscapes.

THE TYPOGRAPHY: Developed for LUMAIA, this typography is a crucial element of the identity, featuring over 700 ligatures and 1400 characters that allow for fluid and dynamic communication. Inspired by local architecture and the serene setting of Patagonia, this typeface facilitates a visual dialogue between the text and its surroundings, enhancing the overall mimetic design.

SIGNAGE: All the signage in the Villa is made using the typography and its ligature connections.

ICONOGRAPHY: Supporting typographic communication, all iconography based on the project is part of the brand system and its derivatives.

All these elements build a very strong visual identity that is suitable for the audience and the development. Therefore, in addition to on-site signage and execution, the visual system reaches its target audience through materials and initiatives directed at this target.

Value added to brand: Lumaia's design elevates the brand with minimalist luxury merging seamlessly with Patagonia's landscape.

Value for consumer: It offers elite consumers bespoke living experiences, blending prestige with environmental harmony.

Reach/cultural impact: The design sets new standards globally, inspiring high luxury with sustainability and cultural appreciation with.

Brand perception: Lumaia embodies opulence, sophistication, and respect for nature, enhancing its image as the highest standard in luxury real estate.

Sales: Direct channels cater to high-net-worth individuals, translating interest into transactions and securing Lumaia's status as a sought-after lifestyle destination.

Achievement against brief: Surpassing expectations, the project seamlessly integrates minimalist design with environmental stewardship, becoming a sophistication and nature icon.