PROJECTS

GADES & STACKHOUSE

Brand audit
Naming
Positioning
Manifesto
Narrative and bio
Verbal system
Visual identity
Seal and monogram
Typographic system
Photographic art direction
Brand book
Website
Social media system
and corporate templates

Gades & Stackhouse
How to redefine luxury real estate as an atelier.

Marcos Frutos and his incoming partner needed to rethink everything. A change in the partnership opened the door to a complete refoundation: a new name, a new identity, a new narrative.

The real estate agency, until then known as Gades-Kasman, needed to become a brand capable of speaking to an international buyer who moves with significant capital and little patience for noise. A client who is not looking for what is on the market, but for what is never advertised. Someone who does not sign a contract, but enters into a relationship.

The challenge: to build a brand that understood discretion as its greatest asset, in a sector where luxury is too often confused with ostentation.

THE STRATEGIC APPROACH

If the market behaved like a shop window, we had to behave like an atelier.

The strategy was built around a shift in mental category: moving from being a real estate agency to becoming a real estate atelier. No public listings. No commercial urgency. Only commissions. Like a personal shopper who scouts, searches, negotiates and curates every operation tailor-made.

If traditional real estate sells property, Gades & Stackhouse selects life settings.

That conceptual difference had to support every decision —from language to typography— without needing to be explained.

THE SOLUTION

A new name: Gades & Stackhouse. Two surnames that evoke craft, lineage and a handwritten signature.

A real estate atelier.

A tagline that closes the universe: El arte de habitar lo excepcional / The art of exceptional living.

The manifesto defines the category:

“We work in silence. We know the movements before they happen.
Our portfolio is not published; it is curated.”

An invitation into a circle, not a transaction.

The visual system was built like a piece of jewellery. A circular seal with the G+S monogram, inspired by the marks of great families, wax seals and the heraldry of a craft well done. A symbol designed to age with prestige, not to attract attention.

The Arizona Flare typeface balances classicism and modernity with a touch of Mediterranean refinement. The palette is sober, restrained, made of stone, linen, shadow and light.

The photography combines proprietary architecture with editorial curation: images that do not show properties, but atmospheres.

Every piece —website, identity, narrative, social media— breathes the same aspirational silence: that which does not shine, but stays with you.

The art of exceptional living.

THE IMPACT

Luxury real estate moves slowly, but the shift in conversation was immediate.

A notable increase in interest from both buyers and sellers, the arrival of premium properties into the portfolio, international expansion and an opening towards the hotel segment.

Gades & Stackhouse stopped being an agency with which you sign a transaction.

It became a firm you belong to.