Mayelin Castillo

Mayelin Castillo is a luxury real estate agent located in Miami, Florida. She provides excellent real estate services to sellers looking to sell their homes and buyers searching for their dream homes in the Miami and Broward areas.

While Mayelin is an established realtor in Miami, she was looking to really focus on the luxury real estate market in Miami. Mayelin aims to become the authority in Miami and Broward luxury real estate and build up an elite team of realtors through Prestige International Realty Group. She really wanted branding that would help increase her brand awareness to attract more luxury buyers and sellers, and show her business as knowledgeable, trustworthy, and premium.

For me to better understand Mayelin's business and be able to create an identity that was aligned with her business, we started off by creating a brand strategy. Through her brand strategy questionnaire responses and our call, I learned that Mayelin values integrity, drive, and commitment and wants to be seen as ambitious, trustworthy, and knowledgeable.

I created a full brand strategy that included her brand foundations, target audience personas, competitor analysis, and brand voice and personality. I made sure to reflect her statements in a clear, concise way to help her know how to better connect with her target audience and stand out in Miami's competitive luxury market. It also acted as the foundation for the 2 creative directions I created for her.

In this first option, I really wanted to capture the essence of luxury and the tropical vibe of Miami. With this direction, I played into people's initial thoughts of sandy beaches and blue waters when thinking of Miami. Mayelin also mentioned how she liked blue and wanted to incorporate that into her brand so I made sure to add that.

In this second option, I wanted to give Mayelin something new and different. A lot of her competitors' branding focused on the tropical vibe but in this direction, I wanted to focus more on the socialite lifestyle. This would allow Mayelin to stand out from competitors and show a different side of Miami.

After Mayelin decided to go with the 2nd direction, I began working on a full branding concept. As homebuyers and sellers are looking for realtors who are knowledgeable and trustworthy, I wanted the logo to reflect that. There were many luxurious fonts that could appeal to her target audience but I wanted to keep the logo simple to show Mayelin as trustworthy and more personable.

I finally settled on a concept I was proud to present to Mayelin. I felt it represented her brand well while appealing to her target audience. After presenting the concept in the brand presentation, she ended up loving it and wanted to proceed with this concept. As the brand identity was set, I created some additional assets for her including comprehensive brand guidelines, business cards, social media templates, and a social media strategy.

It was a pleasure working with Mayelin. I had never worked with a real estate agent before so this project definitely taught me a lot and helped me improve my skills. I love how passionate she is about the work she does and that along with the brand strategy helped me create something truly personal to Mayelin.