Helena Fernández
Miralpeix
Projects
About
Creative Direction
Brand Strategy
Visual Identity
Brand Storytelling
Digital Brand System
Experience Concept
Idealista Redesign
A brand system
for imagining home
Year 2025 · Self-initiated conceptual brand remake
Product Designer
Brand Strategist
Creative Direction
The challenge was not to replace Idealista's identity, but to evolve its memory into a more guided and aspirational experience.
I translated property search into a guided universe for clarity, home imagination and better decisions.
What this case study highlights: brand strategy, visual identity, product storytelling and UI direction can work together to evolve a familiar platform without losing recognition.
Recognisable
Keep green memory, speed and practicality while giving the brand a clearer decision journey.
Guided
Use hierarchy, modules and visual support to help people compare, imagine and choose with more confidence.
Aspirational
Add lifestyle, taste and home imagination without losing the direct usefulness of the original platform.
From listing portal to guided home decision system.
The goal was not decoration, but a clearer and more memorable decision journey.
Recognition stays, but the experience becomes more guided, modular and aspirational.
Green keeps memory and action; blue adds structure, confidence and a more mature product tone.
Green memory, blue depth and editorial clarity shape the new visual direction.
The interface becomes a brand medium for imagining, comparing and choosing with more confidence.
The brand personality is useful, optimistic and decision-oriented.
The system adds enough warmth for a personal decision like finding a home.
Copy and imagery reframe the ambition: not just finding a property, but choosing a home with more context.
Language focuses on moving, comparing, budgeting, imagining and deciding.
The interface becomes a storytelling layer for home potential.
Style selection, kitchen redesign and budget planning become branded moments of choice.
The outcome is practical for real estate and expressive enough for lifestyle and visualisation.
Identity, product and service logic move together around one promise: a smarter way to choose a home.