Millán Urban

What we contributed

Following an internal modernization strategy, the Millán Group reached out to Agencia Adhoc to take charge of Millán Urban and its stores in Campo de Gibraltar and Estepona.

The goal: to redesign the original brand and create a brand platform that would better connect with its target audience while establishing clear rules for the use of its corporate identity.

After several audits, we conducted a detailed study of the sector, identified the target audience, analyzed competitors’ strategies, and began building a brand architecture based on a strong and distinctive personality.

We created a brand that is both simple and solid, keeping the original color palette because it worked perfectly and was already a key differentiating element.

We gave prominence to the accented letter **A**, the first letter of the alphabet — just like Millán Urban, one of the top-ranking companies in its sector nationwide.

We developed this “A” to serve as the basis for a corporate pattern that could be used to “dress” all brand materials with its distinctive design and color palette.

In this case, we opted for a variable color range to give us flexibility when distinguishing elements or areas within the stores.

Once we had all the necessary brand assets, we created a wide variety of internal and external materials to ensure brand consistency across the many applications required by a business of Millán Urban’s scale.

When tackling a rebranding project, it’s essential to identify what elements are useful and what may hinder effective communication.
We often find that certain features — such as a color palette — can help us achieve our goals if used properly, as long as they are supported by the right elements to ensure the brand communicates coherently and consistently with its audience.