Helena Fernández
Miralpeix
Insights
Creative Direction
Brand Strategy
Visual Identity
Brand Storytelling
Digital Brand System
Experience Concept
Idealista Remake
A brand system
for imagining home
Year 2025 · Creative direction for a real estate platform 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.
The creative direction turns property search into a brand universe around clarity, home imagination and better decisions.
Creative premise
From listing portal to home imagination system
Before: a fast, practical listing portal.
After: a guided home decision system with more aspiration, modularity and visual support.
The goal was not decoration, but a clearer and more memorable decision journey.
Recognisable
Keep lime green as a memory asset and refine it.
Guided
Hierarchy and modules guide each search step.
Aspirational
Make space for lifestyle, taste and home imagination.
Modular
Cards, grids and blocks scale across product and campaign moments.
Keep
Recognition, speed, practicality and the green memory users already associate with Idealista.
Evolve
Guidance, aspiration, modularity and decision support across the property search journey.
Add
Home imagination, budget logic, lifestyle cues and visual storytelling around what a property could become.
Visual direction
Green memory, blue depth and editorial clarity
The visual direction contrasts Idealista green with a deeper blue system.
Green keeps recognition and action; blue adds structure, confidence and a more mature product tone.
The interface becomes a brand medium for imagining, comparing and choosing with more confidence.
Brand personality
Useful, optimistic and decision-oriented
The brand personality is useful, optimistic and direct, with enough warmth for a personal decision like finding a home.
Tone of voice
Copy and imagery for the new Idealista universe
The new voice explains the product ambition simply: not just finding a property, but choosing a home with more context.
Copy is direct, useful and close, speaking to moving, comparing, budgeting and deciding.
Images and messages turn search into a guided experience around potential and possibility.
Close
Simple language that feels practical and human.
Concrete
Copy focuses on compare, imagine, calculate, improve and decide.
Aspirational
Open possibilities while staying realistic.
Recognisable
Keep Idealista memory with a clearer, warmer voice.
UI storytelling
Turning features into brand moments
The interface becomes a storytelling layer for home potential: style, budget, rooms and future routines.
Style selection, kitchen redesign and budget planning become branded moments of imagination and decision.
This makes the experience ownable even as it expands into AI, inspiration, APIs or partner services.
Creative outcome
What the brand system proves
The creative direction gives Idealista a renewed brand language: practical for real estate, expressive enough for lifestyle and visualisation.
Identity, product and service logic move together in one guided home decision experience.
Product
Idealista Remake Product
Product redesign focused on search clarity, comparison, budgeting and decision-making inside real estate.
Product
Hexacore Product
Product strategy, UX/UI structure and operational interface system for lunar Hexabot management.