Iowa Realtor, Ashley Bermel, approached us at an inflection point. In the process of leaving an established community brand, she needed to key in on what makes her different and what she uniquely offers the market to back up her narrative of change.
Ashley lives in a small Midwestern town where deviating from the norm is not always embraced. Our challenge was establishing the identity in a way that elevated and clarified her sophisticated expertise, while remaining straightforward and comprehensible to the wider public.
In discussions, we talked about Ashley’s goals and opportunities, including her desire to not only facilitate real estate transactions, but lead inclusive events to build community and engagement.
We developed a strategic position that celebrates the magic of the brand: the independent expertise of Ashley’s real estate services, her concierge-style resources, and love of experiences that deeply connect people with their environment.
Beautiful things emerged from there.
INTELLIGENT. CURATED. CREATIVE.
An elevated identity with warm artistic character for a Realtor empowering others through connection, belonging and bold change.
"You and your team have a reputation for consistently exceeding expectations...the work that you do far surpasses any branding I've seen in the marketplace. The decision to work with you an easy one. It was clear that you would provide not just a service, but a transformative experience that would elevate my brand to new heights.
"Before working with you, my brand felt disjointed and lacked a clear identity. It didn't fully represent the passion and dedication I put into my work, leaving me feeling like something was missing. After rebranding, my brand feels vibrant, cohesive, and perfectly aligned with my values. The transformation has been remarkable—my brand now tells a compelling story, resonates deeply with my audience, and stands out in the market."
ASHLEY BERMEL | IOWA REALTOR
A robust messaging development phase — from positioning and vision/mission statements to strategic story copy — culminated in defining language that ensures Ashley’s brand essence is reflected at the foundational company level across channels.
(Hover over the image on the right for a limited preview of the initial pages of her Brand Messaging Guide.)
STORY & MESSAGING DEVELOPMENT
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A custom-crafted, architectural-leaning wordmark, monogram icon, supportive brand marks, and timeless patterns allow the brand to share distinct parts of its personality in versatile layers.
Hues of charcoal, leather, lemon, camel, and lake create a modern, grounded palette that reflects the brand’s sophisticated yet honest energy.
BRAND IDENTITY
At the intersection of artistic aesthetic appeal and intentional brand meaning, the lemon pattern emerged as a signature motif. Entirely hand-drawn, the artwork compliments the more minimalist elements with the visual suite, blending classic with eclectic and layers of quiet texture with bold color play.
The pattern nods to the importance of tradition and recognition (vital to the ethos of businesses and consumers in the Midwest), while being a symbol of luxury and longevity, friendship and welcome.
The new Ashley Bermel identity comes to life in an array of print and digital assets, from business card design and mailers to social media templates.
MARKETING COLLATERAL
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Using our signature studio templates as a clean base, we then rounded out a collection of branded client magazines. Each elegant Guide invites Ashley’s leads and current clients to understand and connect with the brand's intelligent, generous spirit.
(Hover over the images below for a limited preview of some interior pages of Ashley's on-brand Buyer Guide, Seller Guide, and Relocation Guide.)
BRANDED CLIENT GUIDES
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Like any brand with purpose, the reimagined identity invites conversation and collaboration — breathing fresh air into the market and inviting its audience to feel seen and celebrated within its empowering, ever-evolving story.
From strategy to visuals, voice and messaging development to activation, the all-new Ashley Bermel real estate brand is poised to connect and inspire across channels.
