Valora

instagram.com/valora.consultoraAppraisals, audits and ESG

Valora is a consultancy in Montevideo, Uruguay, that appraises and audits farmland, construction projects, industrial plants and real estate, and advises banks on ESG. Since March 2025 we have handled the creative direction, content and design of its social media, with a multidisciplinary team that works alongside Valora’s own.

Valora can hardly show its work: its clients sign confidentiality agreements. And what it does does not fit in a photo: an appraisal is a report, an audit is a site visit. We had to bring a technical company with a conservative profile to Instagram and LinkedIn, without showing client cases and without making it look like a real estate agency.

If the cases cannot be shown, the judgment can. Each post explains how an appraiser thinks: why a farm appraisal is not about counting hectares, why a neat-looking building can be poorly built, why a value cannot depend on who needs it. We built it with few elements: Valora green, a beige, a dark gray and a green highlight for the word that matters. The blog articles, which we put together with its team and publish in Spanish and English, come back to the feed with their own template.

Since March 2025 we have published 78 posts, almost one a week, both single images and carousels. The blog has 18 articles, 17 of them also in English. And since the system does not depend on a photo, each new topic fits into a template that already exists.

Creative direction
Social media content
Post and carousel design
Template system
Editorial calendar
Blog in Spanish and English

A Valora carousel on Instagram, on a phone, next to two of its slides: the diagnosis and the closing slide, “Analysis first. Then the project.”

Post with the “From our blog” template: technical independence, why a value cannot depend on who needs it

The same article published on Valora’s blog, on a phone

Three slides from the carousel on the factors that raise or lower the value of rural land: the cover, the first factor and the closing slide

Post: “A farm appraisal is not about counting hectares. It is about understanding the real productive potential.”

Post: “A common mistake on a building site? Thinking that if it looks good, it is good.”

ESG post with the green highlight over a photo of woodland

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