Brand Architecture and Identity
Case Study
In 2024, after years of sustained growth, MAP Engenharia evolves into MAP Group, introducing new business units to the market and offering a more comprehensive and specialized response in the sector.
Shift was challenged to develop the Brand Architecture and Identity System through which it would be possible to communicate this transformation.
10 Years Building a Group
MAP Engenharia is a company dedicated to the construction, renovation, and rehabilitation of real estate projects. Since its founding in 2013, MAP has accumulated experience and a portfolio in various areas—residential, retail/commercial, offices, hospitality, and industrial/logistics, in both the private and public sectors—establishing itself as a reference company in the industry.
In 2024, following consistent evolution in the national market and sustained annual growth, the company decided to reorganize its business to enhance results, consolidate its market presence, and create awareness. This reorganization gave rise to MAP Group, new business areas, and the companies they represent.
Preserve and Design
More than a rebranding, this new moment in MAP's history required the definition of a Brand Architecture and Identity System that reflected the company's new structure and allowed for the communication of all its areas of activity and expertise.
With over 10 years of operation, there was heritage to preserve. MAP Engenharia now gave rise to a larger Group that maintained the founding values—trust, quality, commitment, and value enhancement—that the new image should inspire.
A Brand with Foundations
Maintaining the connection with MAP Engenharia and seeking to benefit from the reputation already established, a Monolithic Brand Architecture System was defined to encompass the vast majority of the business units.
The main brand references were preserved but reinterpreted and redesigned to reflect the solidity, competence, and innovation that characterize the Group.
In addition to the institutional brand—MAP Group—there are six business units: MAP Engenharia e Construção, MAP Spaces, MAP Property Services, MAP Real Estate, MAP Capital, and VILLAS, whose identity was also developed by Shift.
Although VILLAS is an integral part of the Group, it is not included in the Monolithic System due to its specificities and different communication needs.
Shift was responsible for the Strategy and Rebranding project, marking this moment in MAP's history and addressing the current business and communication objectives of the Group.
