Segipsa
Information about Segipsa
APPROACH
Segipsa, the Sociedad Mercantil Estatal de Gestión Inmobiliaria de Patrimonio, plays a key role in the management, administration and enhancement of the State’s real estate assets. Over the course of its history, the organization has developed solid technical expertise in areas such as public asset management, real estate project development and specialized consulting.
In a context marked by new demands for transparency, sustainability and efficiency in public management, Segipsa faced the challenge of strengthening its positioning and communicating more clearly the strategic value of its activity and its impact on society.
CHALLENGE
The project began with an in-depth diagnostic phase analyzing the organization’s positioning, its internal and external perception, its areas of activity and its role within the institutional ecosystem. This analysis made it possible to identify opportunities to clarify the organization’s purpose, strengthen its narrative and build a brand more consistent with its strategic relevance.
The challenge was to define a brand platform capable of structuring its messaging, highlighting its technical knowledge and projecting a more contemporary vision of the organization. A brand that would reflect its principles and communicate its contribution to the public interest more clearly.
SOLUTION
Baud developed a new brand strategy that redefines Segipsa’s positioning and lays the groundwork for clearer, more coherent communication aligned with its mission. From this strategic work we built a brand platform that articulates its purpose and its impact: generating public value through the responsible and efficient management of State assets.
On this foundation, a new visual identity was developed that translates the strategy into a solid, flexible graphic system. The visual system brings order to communication and creates a consistent identity across every touchpoint.
Listen, analyze, and redefine the brand
The project began with a strategic diagnosis phase based on a deep internal and external analysis of the organization. To achieve this, interviews were conducted with different profiles within the company, and their positioning, areas of activity, communication, and brand perception were analyzed. This process allowed for the identification of strengths, opportunities, and areas for improvement, as well as a better understanding of the role Segipsa plays within the institutional ecosystem.
Based on this analysis, a new brand strategy was defined to align Segipsa's identity with its true dimension and value. The strategy establishes a clear framework for more coherently communicating its technical expertise, its public service vocation, and its commitment to principles such as sustainability, innovation, and transparency, projecting a clearer, more contemporary organization connected to the positive impact it generates in society.
A visual system that builds a coherent universe
Segipsa's new identity is articulated through a clear and flexible visual system, designed to streamline communication and ensure consistency across all brand touchpoints.
The system is built from graphic elements derived from the logo itself—lines and geometric modules—that allow for the creation of dynamic and recognizable compositions. Together with a solid color palette and geometric typography, these resources form a consistent visual language that can be adapted to multiple contexts without losing its identity.
This visual universe is completed by a photographic style that combines images of activity, people, and aspirational scenes, showcasing both the impact of Segipsa's work and its human dimension. The result is a clear, contemporary brand ready to communicate its role within society.
