Gentile Immobiliare is gearing up for the future of the real estate sector with a relaunch curated by ATC - All Things Communicate

A company deeply rooted in Milan for generations

Gentile Immobiliare has been operating in the real estate sector since 1961 with a double role: property manager and construction company specialised in renovations and building projects for both public and private commissions.

Since its foundation, its history has spanned three generations of professionals who have adapted to every market change over the years.

Reflecting this evolution, the collaboration between ATC - All Things Communicate and Gentile Immobiliare was born to better identify the distinctive characteristics of the brand, its new image, and its value proposition, laying the groundwork for future projects.

From workshop to value proposition

The first step was to capture and define Gentile's identity to fully organise it within an updated and unique visual identity, supported by a targeted storytelling that would avoid being merely self-referential.

In order to give the project a broader scope since the beginning, and keeping the door open to possible future developments of the client's activities, the first phase was for Gentile and ATC to engage in a workshop to define the boundaries and pillars of the strategy, starting from Gentile's business vision.

The first output achieved was the value proposition, from which the main assets of the corporate identity were then defined.

To further strengthen Gentile Immobiliare's positioning, the VP emphasises its history, skills, a customer-focused approach, and trust-based relationships:

"Gentile builds, renovates, and manages properties, compensating the trust of three generations of clients with the utmost professionalism. Experience, attention to detail, and willingness to provide consultations and technical assistance before, during, and after delivery are the key to an approach that, since 1961, successfully combines family dedication with the solidity of a business. Because building is an art, a responsibility, and a passion."

Logo and payoff to relaunch the corporate identity

As an essential asset, Gentile Immobiliare's logo also required to be redesigned to align with the values expressed in the value proposition.

The proposed pictogram, through a modern graphic language, contains original references to the idea of "home" in its shapes and overlaps, thanks to the combination of straight, curved, and diagonal lines, reminiscent of typical details visible in property plans: surfaces, internal divisions between spaces, positions of doors and windows.

The lettering also adopts the same use of lines, thus coherently dialoguing with the image.

The colour palette, composed of soft shades inspired by natural elements, aims to communicate reliability and elegance, while also suggesting future approaches to sustainability practices in the construction sector.

The new payoff, “Immaginare è già abitare” ("Imagining is already living"), fulfils the task of synthesising the brand's identity and promise with a tone evocative of the close collaboration relationships that Gentile maintains with its clients, making their dreams and plans come true from the very first step.

B2C web communication and SEO optimisation for strategic positioning

As the first application of the new identity, the website underwent a deep redesign, carefully giving space to the client's various areas of expertise.

The interface reflects the corporate image, intuitively and quickly guiding the user through the different sections and displaying a portfolio of completed projects.

The SEO optimisation of the content in order to increase online awareness presented the challenge of emerging in a highly competitive sector like real estate, which already has many well-established players.

By focusing on the use of specific keywords, including commercial, local and transactional ones and others with references to the geographical area of competence, we managed to achieve a positioning for Gentile Immobiliare consistent with its distinctive characteristics, contributing to its visibility in the preferred scenario.

Future applications: a custom coordinated image

Not just digital: as per the brand book, the new coordinated image of Gentile Immobiliare will be applied across various physical materials, both functional for operations and promotional, to later present the brand coherently on offline supports as well.