Freedmen Development
Brand Identity Design
2022
A budding real estate development firm based in Washington, D.C., sought to create a nostalgic lifestyle brand aimed at young real estate owners and investors. The firm wanted a brand identity that resonated with their audience’s values of community, growth, and long-term investment, while evoking a sense of nostalgia for a simpler, more connected time. The goal was to craft a visual identity that felt both modern and familiar, blending timeless design elements with a forward-thinking, inclusive message that speaks to a new generation of real estate entrepreneurs.
A Lifestyle Brand for the Next Generation of Real Estate Investors
Creative Approach
I crafted a color palette inspired by the nostalgic hues of Howard University and the rich tones of D.C.’s iconic brick architecture. To balance this timeless foundation, we incorporated simple, modern shapes for a clean and contemporary aesthetic. The use of diverse imagery further brought the brand to life, reflecting the equity-focused principles and vibrant community they aim to represent."
Brand Icon / Symbol
I crafted a color palette inspired by the nostalgic hues of Howard University and the rich tones of D.C.’s iconic brick architecture. To balance this timeless foundation, we incorporated simple, modern shapes for a clean and contemporary aesthetic. The use of diverse imagery further brought the brand to life, reflecting the equity-focused principles and vibrant community they aim to represent.
Applying the brand across touchpoints
I developed a flexible brand system that adapts seamlessly across a range of materials, ensuring a cohesive look while allowing for variety. This dynamic approach maintains the brand's identity while providing versatility to meet different design needs and audiences.
Wearing the brand
I extended the branding to merchandise, creating items that seamlessly reflected the nostalgic yet modern aesthetic. From apparel to hard hats, each piece featured the brand’s signature color palette, clean shapes, and diverse imagery, making the designs both stylish and meaningful. The merchandise was thoughtfully designed to resonate with young real estate owners and investors, turning everyday items into powerful tools for brand visibility and community building."
Designing a deck that the delivers
I created compelling pitch decks that brought the branding to life, blending the nostalgic color palette, modern shapes, and diverse imagery into cohesive, visually engaging presentations. Each slide was designed to tell a story, using bold typography and clean layouts to communicate the firm’s mission, values, and opportunities effectively. The pitch decks not only reinforced the brand’s equity-driven principles but also left a lasting impression on potential investors and partners by combining professionalism with a relatable, community-focused aesthetic
Services & Expertise
Logo Design
Brand Design
Brand Guidelines
Designer and Creative Director
Project Role
Freelance
Agency
Adobe Illustrator
Adobe XD
Adobe Photoshop