The main challenge in building this visual identity was making the name versatile, working both as Yara and as Yora. Due to external factors, an architecture studio requested that the name visually create this sense of questioning in the audience’s mind—a resource that strengthens the brand in the subconscious of the ideal client.

We made it clear that this feeling of doubt when reading the brand is not a mistake, but rather a deliberate and highly important choice. It is an unusual case within our strategic methodology: out of ten brands developed, only one follows this path. This decision involved in-depth analysis of the brand’s essence and went through nearly three months of testing before we arrived at the final solution, which today is not only validated but also widely admired.