TPA Empreendimentos is a builder that invests in revitalizing downtown São Paulo by launching residential developments in the area. We did the naming, branding and communication planning for one of these developments. Because it has an excellent location that is close to the city’s main access routes and means of transportation, and because it’s at the heart of the newest entertainment, culinary, leisure and business area of the city, it was named 25h, with the tagline “When everything is close by, time is on your side.”