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Ilex Tejera
More info
Year
2025
Location
Colmenar Viejo, Madrid
Typology
Housing
Developer
Ilex Gestion
Services
Property Branding, Architectural Visualization, Design Consulting, CG Images, Interior Design, Landscape Design, Brand Strategy, Brand Identity, Editorial
Ilex Tejera is a residential development of 26 homes with private gardens in Colmenar Viejo. The property branding grew from a landscape-driven narrative and took shape as a sales brochure, built upon the system and property brand architecture we developed for Ilex. The storytelling relies on a botanical and editorial framework, ensuring the visual identity maintains a consistent thread throughout the entire experience.
Botany establishes the visual frame. The brochure features watercolors of the plant species found across the development, weaving them as a continuous motif through chapter openings, transitions, and informational spreads. The text complements the imagery with concise, dictionary-style definitions. These short phrases or single words capture specific moments, such as “private garden” or “encounter”, setting an intimate, everyday tone that enhances the reading experience.
This distinct linguistic style is further reinforced in the captions. Every render is accompanied by a consistent formula: the room name, the square footage, and a brief, evocative phrase that sets the scene. "Entrance hall. 17 m² of hugs." "Games room. 27 m² of here I am." The metric anchors the physical scale, while the phrase adds emotional intention without extending the explanation. We deliberately repeat this device to establish continuity between chapters, ensuring each visual remains anchored to a simple idea.
Two concluding sections complete the editorial system. The glossary compiles all the prior definitions, allowing the project's vocabulary to be read sequentially as a curated collection of concepts. Meanwhile, the Botanical Guide catalogues the landscaping species, providing practical insights and basic care instructions for terrace and garden plants. To facilitate this, each species is assigned a catalogue number from its very first appearance in the brochure. That numbering becomes the direct reference for locating each one in the guide at the end, without searching.
