Rebranding and headquarters architecture of Pestana Leilões
Pestana Leilões
Rio Grande do Sul
Introduction
At a pivotal moment for Pestana Leilões, CDA was chosen to lead a challenging project: to uncover the brand’s purpose and carry out a repositioning strategy that would engage all of the organization’s stakeholders.
The objective was clear: to translate the values of Pestana Leilões into a new visual language and identity, strengthening its presence in the market and aligning perceptions among executives, employees, clients, and partners.
Development
The process began with the strategic repositioning of the brand, which revealed the need for a more coherent and representative visual identity. From there, we redesigned the brand and developed a consistent graphic language for all communication channels and materials. The color palette, photographic styles, and visual guidelines were compiled into a comprehensive brand book, ensuring unity and clarity at every touchpoint with the audience.
This new language went beyond the visual and extended into the company’s physical space. The architectural design of Pestana Leilões’ new headquarters was conceived to reflect the same concepts defined in the branding. From the choice of materials and finishes to the ambiance of the spaces, every detail was planned to communicate the brand’s new positioning, fostering an environment that connects people, culture, and purpose.
Results
The transformation of Pestana Leilões goes beyond a new brand — it is the consolidation of a strong and coherent identity. The alignment between branding and architecture resulted in an integrated experience that strengthens both internal and external relationships, positioning the company in a clearer, more modern, and authentic way in the market.
