(01). BRANDING
How do you choose an identity when the brief has more requirements than a logo can carry?
GoExto is a real estate company in Miami whose stated mission is to educate and empower investors — not to list properties, but to teach people how to buy them. That single sentence pulls a brand in two directions at once: it has to feel approachable enough to teach a beginner, and solid enough to be trusted with somebody's money.
So we did not present a logo. We presented three complete routes, each one carried all the way from moodboard to homepage, and put them side by side.
Three routes – 2024
(01) THE STARTING POINT
What the old mark was already telling us
The inherited mark set GoExto in a hard navy with the X picked out in red — a letter doing the work of a symbol, without a system behind it. It gave us the one thing worth keeping: that X is where the name becomes a mark. Every route we drew kept it, and each one answers a different question about what it should mean.
Each route was built in the same four steps, so nothing could win on presentation alone: a moodboard to fix the register, a wordmark, a colour system pulled from that moodboard, and a homepage where the whole thing has to survive real content — a hero, a search bar, listings, a call to action.
(02) THE THREE ROUTES
Route 01 makes the X the differentiator. Lowercase, close, with the letter in bright orange against black — a mark that attracts attention and reads as creative and enthusiastic, with the lowercase reinforcing accessibility for a brand whose job is to guide. Route 02 turns the X into architecture: a yellow badge shaped like a house with the X cut out of it, so the several services sit under one roof, with rounded type for modernity and black underneath for seriousness.
Route 03 argues the opposite case. A minimal geometric roof, geometric type, and a blue that reads as trust, stability and professionalism — the route that treats GoExto as an advanced, reliable operator rather than a friendly teacher. Put the three homepages next to each other and the choice stops being about taste: one sells enthusiasm, one sells breadth, one sells reliability, and only the client knows which of those they need to be selling first.
Three routes, one page, and a decision that finally belongs to the client.
Francisco Gonzalez Project Manager
