Duo, a French social housing contractor rooted in the Côte d’Azur region, needed a bold strategy to stand out in a competitive market. By analyzing the market and its cultural context, we uncovered an opportunity to shift Duo’s positioning toward a bold vision—one that would resonate with conscious architects and set a new standard for affordable housing in the region. The result? A brand territory built around reimagining what affordable housing can mean, anchored by the message “Optimiser l’habitat.” This isn’t just a tagline—it’s a call to rethink space, value, and purpose in housing.