We’ve been working with Armando Paredes for over 10 years, co-creating together the brand communication and strategy that today is positioned as one of the most interesting in the real estate sector.

The key factors have been several. On one hand, having a top-tier founding team, full of talent, creativity, and the necessary level of demand. On the other hand, a bond of trust was woven between Armando Paredes and us, which has translated into broad creative freedom to constantly challenge ourselves and achieve a type of brand communication that is unconventional, bold, and goes against the grain of what is typically done in the traditional real estate world of our country.

Selling with personality

We remember a construction fence we designed for a project that Armando Paredes launched—simple, but interesting and unexpected. It read: “Martinis de maracuyá mirando al mar un martes. Maravilloso”. It was a risky move, using a tongue twister with many words including the syllable “Mar” (sea) to sell beachfront apartments. The result rewarded our boldness. Someone bought a million-dollar apartment after reading the fence. What hooked them? What went through their mind after reading a message that, for many, might have sounded absurd?

The answer is that when a brand’s personality is unique, and it has genuine communication tied to a well-designed product, it doesn’t need renders, photos, or special effects to sell. Something authentic carries more weight in people’s imagination than traditional conventions, which have us going in circles around the same old ideas. What is alive creates an intelligent dialogue and provokes reactions. And this is the kind of communication we’ve consistently built with Armando Paredes, something we’re especially proud of today.

At Sed, we’ve been involved in many stages of Armando Paredes’ branding: from its rebranding to numerous ad campaigns, construction fences, year-end gifts, a book, a creative brochure, and various strategies to raise the brand’s profile—like starting the trend of painting houses black, which later became a signature Armando Paredes look. The premise is that design should always serve the message. And that makes everything different.

We always set ourselves the challenge of producing pieces that don’t end up in the trash—pieces people want to keep. With this in mind, we made a super creative brochure that, on the reverse side, was a beautiful poster that many people ended up hanging up. We won a Latin American Design Award in the Editorial category for that brochure in 2017.

Like the brochure, we also produced coasters, frames, a photo collection, postcards, and notebooks for the brand’s 10-year anniversary, which we conceptualized around the brand’s lessons, after conducting a workshop with the entire team to bring these insights to light.

Co-creating the walls of this Armando

One of the things we’ve learned with Armando Paredes is how to work in co-creation. When you have a brilliant client, you won’t always have all the answers. Our job is to know how to listen and elevate their ideas, enhance them, and bring them to life in the best possible way. We created synergy between them and us in service of good ideas, generating enriching processes for everyone.

The phrase, “no hay que ser serios para tomarse las cosas en serio” is something we heard from the founder, and we embraced it from the start because it sums up the brand’s philosophy very well. It’s their distinctive mark.

Armando Paredes is a brand that dares to speak before showing. It seeks dialogue, and its essence lies in its communication, its words, and its thought process. Today, it’s a brand well known in the real estate sector for its unusual, unexpected, and human communication.