Cantares – RN

Place branding and placemaking project for a planned neighborhood in São Gonçalo do Amarante, Rio Grande do Norte, Brazil. The challenge was to define the positioning of a new neighborhood located just a few kilometers from Natal International Airport, in a city neighboring the state capital. During the diagnostic phase, it became clear that the behavioral dynamics we needed to deeply understand were closely connected to Natal’s North Zone — which has a completely different profile from the capital’s well-known and touristic South Zone. From that point onward, the entire strategy focused on understanding how this unique culture and behavioral context should be reflected and valued in the new neighborhood.

“Deeply understanding the city where a real estate development will take place is essential to the success of that development. Caio, Mariane, and the entire team are able to immerse themselves in this context and provide a comprehensive strategy to implement a development that is truly integrated with the city in which it is located — and that becomes a place people genuinely aspire to live in.”

Moisés de Castro