Different, because no one is the same. YZY Full Life, Rio Novo’s new development, was created to be unique, exactly like the choice of future residents. Located in a region of great expansion in Porto Alegre, Brazil, it offers a complete infrastructure designed for those looking for a different lifestyle and the ease of being close to everything. In this project we participated in all stages, product development, architectural concept, strategy, naming, branding and communication. The briefing called for the creation of an exclusive, contemporary and youthful identity, which would generate identification with the target audience, making clear the constructive quality of the project, the construction company’s trademark and for which it is recognized in the real estate market. Located close to PUCRS, a university region, YZY has in its name the concept of ease and practicality, complemented by Full Life, a signature that delivers the purpose of a development made for those who need everything, close and complete. To compose the brand system, the inspiration came from the pop culture of the focal public, music, fashion, architecture, night, routine. As a strategy, we used a vibrant shade of green associated with a simple symbol that generated an easy association, referring to the unique lifestyle, marking the city and the territory with a quick memorization icon. The tagline brings a provocation and translates what this project is: everything for you to happen. After all, if no one is the same, why living the same?