Vanguard Properties launches new positioning focused on the essence of the brand

Vanguard Properties, Portugal's leading real estate developer in the premium and luxury segments, is today presenting a new brand positioning, marking a change in the way it communicates with its stakeholders. The campaign, developed by DJ, highlights the attention to detail and the emotional dimension that define the brand.

Under the motto “Vanguard is in the details”, the company places the narrative of the brand at the center of the strategy, leaving the technical characteristics of real estate projects in the background to place greater emphasis on the care they deserve and the impact they have on peoples' lives.

Duarte Zoio, Chief Communications Officer at Vanguard Properties, underlines the importance of this repositioning: “At Vanguard, we have never just wanted to develop properties and large projects. We want to build stories, memories and experiences. This new positioning reflects what has always been in our DNA: obsessive attention to detail, not only in projects, but also in the way we communicate. It is our way of humanizing what we do and reinforcing that what is essential goes far beyond what can be seen.”

The campaign represents a milestone for Vanguard, which is reinforcing its commitment to being a benchmark not only in the real estate sector, but also in building a distinctive brand identity. DJ, the agency responsible for the creative, opted for a minimalist but emotionally impactful approach, in line with Vanguard's values of elegance and uniqueness. According to Diogo Anahory, Creative Director, “The obsession with detail is just that: approaching every detail (even those that seem insignificant) with the maximum level of attention, care and rigor.”

With this launch, Vanguard Properties inaugurates a new stage in its strategy, with communication that goes beyond information, seeking to inspire and strengthen connections with its stakeholders.