Mini Brand Launcher
On The Job
Visual Brand Identity
Chels
Kayla Martin Real Estate is a real estate brand based in Washington, led by Kayla Martin—a RE/MAX-affiliated agent known for her strong negotiation skills, client-first mindset, and deep local knowledge. Serving Skagit, Whatcom, Island, and Snohomish counties, Kayla works with a wide range of buyers and sellers—from first-time homeowners to seasoned luxury clients.
Kayla came to Kalon Design Studio for a brand identity that would reflect the elevated, relationship-driven experience she provides. The goal was to develop a visual and verbal identity that felt both high-end and approachable—positioning her to attract a broader audience and build recognition beyond third-party platforms like Zillow.
The Problem
Creating a brand that balances luxury and approachability
With no personal brand identity—only the built-in recognition that came with her affiliation under RE/MAX—Kayla had nothing that visually set her apart from her competitiors. While she had a solid track record and glowing client reviews, she lacked a cohesive brand presence that reflected her level of service or helped her stand out in a crowded market.
The core challenge was finding a way to appeal to both first-time buyers and luxury clients—two very different audiences with distinct needs and expectations. She needed branding that felt polished and high-end, yet warm and welcoming, helping her attract the right people and grow beyond Zillow-generated leads.
The Goal
crafting a polished, personality-driven brand that builds trust and attracts the right clients
Kayla wanted to build a personal brand that would match the caliber of service she provides. The goal was to craft a visual and verbal identity that could resonate with both ends of the market: first-time buyers seeking guidance and reassurance, and luxury clients seeking expertise and professionalism.
She needed a brand that would establish her as a trusted, recognizable name in her region—helping her grow a referral-based business and stand out independently of third-party platforms.
"you made this whole process so easy to follow and I looovvvee how everything turned out! It is exactly what I wanted!! Everything is perfect thank you!"
Kayla Martin
The Approach
Combining strategic collaboration with market research to build a purposeful foundation
We started by diving into Kayla’s brand clarity questionnaire and interview to uncover what makes her stand out—not just as an agent, but as a trusted guide in the real estate space. From her deep industry knowledge and polished professionalism to her personal warmth and dedication to client relationships, it was clear that her brand needed to reflect both confidence and care.
We used this insight to define a brand strategy that balanced luxury with approachability—built to appeal to both seasoned buyers and those navigating the process for the first time. Every creative decision, from typography to tone of voice, was shaped by that dual-purpose positioning: high-end and human, elevated yet grounded.
The Solution
A visual and verbal identity that blends sophistication with approachability.
With a clear understanding of Kayla’s audience and aspirations, we developed a brand identity designed to resonate across the full spectrum of her clientele. The goal was to craft a system that felt elevated enough for luxury buyers, while still remaining warm and relatable for first-time homeowners.
We paired a refined, neutral-toned color palette with thoughtful typography choices—balancing modern elegance with approachability. Her brand messaging centers on trust, transparency, and advocacy, reflecting her reputation for client-first service and strategic negotiation.
Every element was intentionally chosen to reflect Kayla’s commitment to a seamless real estate experience—one that’s both professional and deeply personal.
The Execution
Bringing the brand to life across logo, type, color, and key client touchpoints
We brought Kayla’s brand identity to life by crafting a cohesive logo suite that subtly integrates real estate symbolism without relying on overused industry tropes. From window-inspired letterforms to architecture-influenced structure and movement, the logos carry intentional details that reflect Kayla’s role as a confident, guiding presence for her clients. Each version—primary, secondary, and submark—was designed for versatility across digital and print platforms, maintaining consistency while adapting fluidly to different contexts.
A curated typography system pairs a refined, high-contrast display font with a grounded sans serif, mirroring Kayla’s balance of sophistication and approachability. The earthy yet elegant color palette evokes calm, clarity, and confidence—matching the emotional experience Kayla aims to deliver with every transaction.
The Impact
Positioning Kayla as a trusted, recognizable name in a competitive market
With a brand identity that balances high-end polish with heartfelt professionalism, Kayla Martin Real Estate now has the visual and verbal presence to confidently attract both luxury clients and first-time buyers. The new branding not only elevates her credibility but also helps her show up consistently across platforms, shifting her visibility from Zillow-driven leads to organic referrals and direct outreach.
The visual cohesion and strategic storytelling behind the brand now reflect the level of service she’s always provided—clear, elevated, and client-focused. By grounding her brand in purpose and polish, Kayla is no longer just part of the RE/MAX team—she’s built her own standout reputation within it.
