In the heart of Ribatejo, in the centre of Cartaxo, a modern and innovative enterprise is born. With this being one of the peripheral regions of the capital that has seen its number of accommodations being reduced, due to the current growing urbanization of Lisbon and the increase of prices of house rents, Cartaxo turned into a city with a constant demand for properties to rent and buy. Here arises Lugar da Fonte, an enterprise with 14 exclusive apartments promoted by the company Mérito Rústico.
Lugar da Fonte is a modern architecture structure, with flats of typologies that go from T0 to T4 and areas from 80m2 to 284m2. Every property includes parking space, elevator, air conditioner with pre-installation, LED lights, automatic roller blinds, barbecue, among other features that turn this enterprise into the ideal home to live the peace characteristic of the suburbs.
The company found a team of professionals ready to draw the first lines of its project in our Agency. Besides creating the identity of the enterprise, Mérito Rústico challenged us to develop their website and draw a board and a canvas to expose in the place and catch the eye of the people who walk by. The 3 ambassadors of the project, daily involved in the construction and architecture businesses, kept close contact with us and allowed us to always in the desired path.
The big challenge was understanding how we would differentiate the enterprise from the dozens of enterprises for sale in that region. But the flats speak for themselves. Their modern vibe, that attracts younger families, led all the process, helping us to create an identity focused on this concept of modernity.
How was the company Mérito Rústico going to establish its first presence in the Real State market, standing out from their oldest competitors and with a large experience in this area? The secret has always been in the quality of the flats they intend to sell. After all, a truly great house sells itself, right? Lugar da Fonte brought a lifestyle to Cartaxo that many people were looking for: modern, contemporary and functional apartments, fully equipped, in the centre of the city and one step away from the capital. This was the lifestyle that helped the client leveraging the sale of its properties and being recognized in the Real State market.
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More than thinking about the structure of the website or planning the canvas to impact the highest number of people in the streets, the name of the enterprise was the real challenge of this project. It started by devising a name connected to one of the biggest symbols of Ribatejo and, especially, of Cartaxo: wine. Keeping in mind the client pretends to initiate other constructions, we adopted a concept connected to varieties of wine, and every new enterprise would have the name of one of those varieties. When talking to the client, we realized that, even though this was a creative idea, it was too limited to the Ribatejo traditions, since it would desire to start new constructions in other regions of the country.
This was when we went even more outside the box and thought: “what was the old name of the area where the enterprise was built?”. After a lot of research, we couldn’t find any data about that specific zone, but we did find out that, according to legend, the Queen Rainha Isabel stopped at the land known before as “Lugar da Fonte”, to rest and satiate her thirst nearby a fountain. There, she questioned some peasants who walked by about the name of the bird who was singing, and they answered that the singing was produced by birds called “cartaxos” or “cartaxinhos”. Enchanted by that place, the Queen ordered that the land became “Lugar de Cartaxo”, which later has evolved to just “Cartaxo”. So, the enterprise Lugar da Fonte was born.
Step number 2: developing Lugar da Fonte’s website. With a template idealized by the client, and after studying other enterprise’s communication, from different parts of the country, we realized that the website needed to be mainly focused in each typology’s best features, and also in all the different features of the enterprise. This meant giving emphasizing the location and nearby structures, as well as the features that make a T0 different than a T4 and that go far behind the number of rooms. All the private areas, gross and total, are also indicated, just like the history that allowed this project to be born.
We don’t know what’s the next stop for the company Mérito Rústico, but we are sure that its path in the Real State market won’t end here. Our Agency hopes it can continue to accompany its path from a close point and help it promoting all their enterprises, all across the country.
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