Next

The book was the product.

Next Residence is a residential tower by Bechs Construtora. It launched before construction began, with no sales stand and no model unit. Brokers had one sales tool: the book.

ClientBechs Construtora
ServicesNamingIdentityWebSocial mediaSales materials
Year2025
Based inCascavel, Brazil
Render of the Next tower beside the Next Residence logo, endorsed by Bechs

01
The brief

Nothing to show yet

Bechs needed a name and a brand for a new tower, and everything around the launch: website, social media, event materials and a presentation book for brokers.

The launch came at the foundation stage. No sales stand, no decorated unit, and the scale model wasn’t finished until after the launch period. Buyers would decide on an apartment they couldn’t visit.

Render of the Next tower at sunset
Renders supplied by Bechs.

02
The name

Next, as in close

“Next” works in two directions. It means close: the building is minutes from what daily life needs. It also means the next step: a first home, a move up, an investment.

The Portuguese line carries both.

Brand line in Portuguese on charcoal: Próximo de tudo o que importa. Próximo de você.
“Close to everything that matters. Close to you.”
Next Residence logo: a square symbol with a chevron above the wordmark

03
The symbol

A step forward, inside a frame

A square with a forward chevron: the plot, and the move into it. The same angles cut the N, E and X of the wordmark.

Outline drawing of the symbol and the letters N, E and X with anchor points
Symbol and wordmark on the construction grid.
Metal pin with the Next symbol on a white shirt collar
Concept application.

04
The book

The apartment, on paper

With nothing built, the book had to stand in for the model unit. It walks the buyer through the building: the facade, the location, the shared spaces, the interiors, and a floor plan for each unit type.

Closed black book with the Next Residence logo
The presentation book, page by page.
Open book showing the building render and the lines Uma escolha que aproxima and Completo

05
The launch

The same idea everywhere

The billboard, website, social posts and the sign at the site repeat the book’s message: close to everything, and the next step.

Billboard with the tower render, the line Seu próximo passo já tem endereço, a QR code and the Bechs logo
“To live in or invest: your next step already has an address.”
Next Residence sign in metal letters on a concrete wall, a woman seated on a bench below
Wall sign.
Website, mobile.
Social post: a family with a dog on a sofa and the line O sofá é o novo ponto de encontro da família
“The sofa is the family’s new meeting place.”
Social post: a couple at a table on a balcony at sunset, with the Next wordmark
“On Sunday morning, the bed becomes the best room in the house.”
Tote bag with the Next wordmark and brand line on a stone step
Concept application.

06
The result

Sold from the book

The launch ran for 30 days at the foundation stage. Brokers had the book and a price table.

Dark panel with 43% in large numbers and a line in Portuguese below it
“43% of units sold in 30 days. Before a single brick was laid.”

In short

Before construction, there’s no apartment to show.
The book has to show it.

Credits

Developed at my studio, Truworks. Renders supplied by Bechs.

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