The architecture practices landscape, like all other creativity-related spaces, allows for a great variety of approaches, brand positioning, and brand names to support the brands.

Naming possibilities are also vast - the challenge with Obeli was to understand that although a recurrent solution, using an author-related brand name could be a start, as it was for them, a limiting choice for a growing business that understands the need for talent to grow. The discovery phase also clarified the collaborative nature of the brand's culture, reinforcing the need to build a more inclusive brand language without giving up visual and verbal aesthetic characteristics relevant to the brand's architecture business practice. Previously named "Marina's Arquitetura"-after the plural form of two founding partners' names - the business' goal to expand led to the need for a new name and identity to encompass and shape the brand's vision for the future of a more collective and expansive environment for the growing.

From a personal and signature-like name to a broader and unique name that could express the brand's nature is born Obeli. Plurality, Science, and Freedom to develop an architecture that brings harmony as a central aesthetic value; efficiency as a core functional pilar; through deep understanding and knowledge of the people involved in the environments that would come to life.

Additional credits Design Direction: Rodrigo Francisco Research & Strategy: Lu/u00eds Feitoza Design Development: Rodrigo Francisco, Lu/u00eds Feitoza, Eduardo Fran/u00e7a, Ted Oliver, Felipe Carneiro, Ant/u00f4nio Dellatore.