Hands On - By Capa

Discover
and
experience
all
the
grace
of
Graça

Developing the concept for a real estate launch in Graça called for a place-branding study to understand the neighbourhood’s history, movements and perceptions.

The study revealed a neighbourhood where history, iconic architecture, culture and century-old trees come together, creating a distinctive atmosphere that needed to be reflected in the development’s communication.

The deep appreciation expressed by those who live in and experience the neighbourhood guided us in creating meaningful connections, strengthening a sense of belonging and enriching the experience of life in Graça, both within and beyond the development.

Our research showed that Graça is a neighbourhood shaped by companionship, meeting places and connections between past and future. It is where different generations, lifestyles and memories come together and are continually renewed. This insight inspired the invitation that guided the entire campaign: “Discover and experience all the grace of Graça.”

The communication gained authenticity through the participation of local influencers, portrayed in their favourite places across the neighbourhood.

The result was a campaign with a strong identity and considerable market recognition, enhancing the value of both the development and the wider area.

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About
the
project

1. Context

The history of Graça is closely intertwined with the history of Salvador itself. During the early colonial period, it formed part of an area known as Vila Velha. In 1940, it was officially established as the neighbourhood of Graça.

Located 80 metres above sea level, it offers distinctive views — from the Bay of All Saints and Itaparica Island to different parts of Salvador and the Atlantic Ocean.

With tree-lined streets, high-end residential buildings and an extensive range of services, Graça combines historic charm, everyday convenience and excellent walkability.

2. Objective

Through an in-depth study of the neighbourhood and its residents, we sought inspiration for the launch of Blue Graça.

Graça brings together history, iconic architecture, cultural landmarks such as the Museum of Contemporary Art and Igreja da Graça, and avenues lined with century-old trees. Together, these elements create a distinctive atmosphere that needed to be reflected in both the development and its communication.

Our objective was to create meaningful connections, strengthen a sense of belonging and enrich the experience of life in Graça, both within and beyond Blue.

3. Research and insights

Our research showed that Graça is a neighbourhood shaped by companionship, meeting places and connections between past and future.

It is where different generations, lifestyles and memories come together and are continually renewed.

This insight inspired the invitation that guided the entire campaign: “Discover and experience all the grace of Graça.”

4. Strategy and concept

Blue Graça was conceived as a natural extension of the neighbourhood.

The campaign placed Graça at the centre of the narrative and established it as a direct source of inspiration for the development’s architecture and shared spaces, reflecting the identity and aspirations of the area.

5. Implementation and activations

The communication gained authenticity through the participation of local influencers, portrayed in their favourite places across the neighbourhood. These real experiences reinforced the desire to live in Graça and become part of its community.

Miranda Estúdio also created artworks inspired by the neighbourhood, which were incorporated into the development’s shared spaces, establishing a symbolic connection between Blue and its surroundings.

6. Results

The result was a campaign with a strong identity and considerable market recognition, enhancing the value of both the development and the wider area.

Alongside increasing the development’s value per square metre, the project reinforced Graça’s relevance as one of Salvador’s most iconic neighbourhoods, transforming its history and culture into a competitive advantage and strengthening the sense of belonging among residents and visitors.