Merna Elaggar - Brand Identity Design

Challenge

One of the challenges we faced was to emphasise agent’s professionalism and genuineness, keeping in mind her individuality. Merna was a minimalist, with an eye for simplicity. Her idea was to establish an identity without too much focus on real estate using elements such as houses or keys, but to build a personal brand around her name & initials. Merna’s target audience was a mix of first timers as well as high profile individuals, hence she wanted to create a premium look and feel to the identity while still being approachable to buyers just entering the market.

Solution

Our goal was to keep the design as light and fresh as possible by drawing our inspiration from the city of Seattle. This can be seen in the monogram which was mostly inspired by the intricate architecture of the Smith Tower, a simple building in town, not too flashy with has a unique triangle-topped tower which we decided to use as the outlines, combined with the initials of the letter ‘M’ for Merna. We used neutral color tones of black and white to smoothly blend into any background and create a sensation of restfulness and a deep navy blue for reliability and security.