The Client &
the Challenge
Jim, a coach to real estate agents nationwide, approached me to redesign his logo. Having worked with him on smaller projects before, I knew how much he valued consistency in his personal brand. His original logo, however, didn’t reflect the modern, technological approach he used in coaching. It was outdated and didn’t align with his vision of setting an example for his students.
Understanding
the Problem
Jim wanted to keep the name "eRealEstateCoach," but the current logo felt more like a barn than a cutting-edge tech brand. After discussing his needs and analyzing his competitors, I proposed a complete overhaul of his visual brand identity. This would include a brand systems guide he could easily share with his partners.
The Creative Process
I started by researching Jim’s competitors and developing drafts. Given Jim's background in computer science and his focus on using technology creatively, I centered the concept on a computer keyboard—a strong reflection of his belief in technology. When I first presented the winning concept, Jim wasn’t sold. I had prepared other options, and after reviewing them, Jim immediately realized that the initial concept was perfect. He attributed his hesitation to how different it was from his old logo, but that change was exactly what he needed to stand out.
Design Execution
The logo concept was rooted in Jim's background, using the idea of a computer keyboard as a symbol of his tech-forward approach. I built out the brand from there, creating additional assets, an animated version of the logo, and Canva templates for his network.
Impact & Results
I packaged the entire brand system in a user-friendly website. This allowed Jim to easily share the brand guidelines—logo usage, colors, fonts, and brand elements—with his network. He could simply forward the link, which included live Canva templates and download options, ensuring consistency across his team.
Reflection
This project taught me the importance of communicating the necessity of a comprehensive brand systems document. Jim appreciated the accessibility of having the materials online instead of in a traditional document, which can easily get lost. The experience gave me more confidence in my ability to present and execute a brand vision. Ultimately, we solved the challenge of an outdated logo and provided Jim with a flexible brand guide that his network could use for future projects.
Next Case Study