GAR is a real estate development company based in Hyderabad, India. Having over 30 years of experience, the company is in the process of developing a large land bank under their division, Laxmi Infobahn. This project prompted the need for questioning the corporate identity and what it represents.

Through a series of interviews with founders, stakeholders, partners, and employees—we identified a brand position and brand archetype. We also realised that the present brand architecture had a flaw and proposed a ‘house of brands’ model.

The new identity reflects the ambition of the company. The three building forms represent clarity of purpose and focus. The font used is Sharp Sans (by Sharp Type). Each vertical of the primary business has a distinctive colour assigned to it. The use of the symbol and the font finds application across print, digital, and physical applications. A comprehensive corporate graphic standard manual lays down all the brand specifications to adhere to by the management team and their partners.