Kelly Cooper Homes

One of the things we love most about designing a new or rebranded identity is the power it has to help our clients reach their full potential. We wholeheartedly believe, branding is transformative and empowering when built with research + strategy + creativity.

Introducing Kelly Cooper Homes, a powerhouse real estate firm in Chattanooga, Tennessee.

We thrive on collaboration, so it helps when we work with inspiring people who are passionate about what they do, just like us!

We were delighted with the results of the KELLY COOPER HOMES’ rebrand. To give you the full story, here’s a behind-the-brand look at the complete process of how the branding was developed.


Our branding approach is built by combining research + strategy + creativity. First, we'll get to know you and your business, by taking a close look at your target market, the wider industry around you and determine exactly what makes your business unique. Expect lots of questions!

KELLY COOPER HOMES’, reached out to us, recognizing the need for a professional image to grow her realtor business after launching in 2015. Kelly wanted to step out with a tailored brand identity to secure their dream clients and make a profound mark in the Chattanooga, Tennessee area.


Next, it’s time for smart thinking! We’ll conduct extensive research to examine your industry, target market and competitors. This knowledge will inspire the strategy + creative direction for your brand with a plan that includes a mood board, which visually explores how to authentically express your brand identity so it outshines your competition and drives a connection with your ideal customers.

Together with our industry and competition research, the strategy for the reimagined KELLY COOPER HOMES brand story was born.

Next, the mood board and colour palette (shown below) was curated to visually convey the feeling described in the brand strategy. The mood board sets the tone of the proposed brand identity and very importantly, ensures our thoughts run parallel with our client. We must be in agreement on visual direction before proceeding to the concept stage.

The mood board focused on a strategy rooted in the lifestyle of the picturesque landscapes of Chattanooga. It was centred around the psychology associated with how colour influences our behaviour and decision-making.

Specifically, the cool colour palette plays a pivotal role, by connecting the identity with the brand’s ideal client. Navy blue inspires feelings of calm by reducing tension and fear. It is synonymous with trust, integrity and responsibility; all characteristics of Kelly’s personal brand.

The coolness of blue is paired with kelly green to add a bright, dramatic punch. Psychologically, green relates to the balance and harmony of the mind, the body and emotions. It assists in decision making by helping us to see all sides clearly. A natural fit when buying the biggest investment of one’s life!

The inclusion of grey was the brand’s modern neutral. Grey is a nod back to the Scenic City’s landscape through slate, stone and foothills of the Appalachian mountains. it is perceived as sleek, mature, authoritative.

Balancing out your colour story is white; the ‘colour’ of new beginnings, drawing parallels with the fundamentals of real estate and the act of moving (homes) after an extended time. White also offers a sense of peace and calm, comfort and hope. It helps alleviate emotional upsets, by creating a sense of order and efficiency - a great help if you need to declutter life. All of these traits are deeply rooted in Kelly’s own expertise and woven into your brand’s personal philosophy and services. The overall style direction has a fresh and modern feel; reinforcing the emphasis on credibility and trustworthiness.


After defining the visual brand direction, it was time to begin developing the logo concepts – our favourite part of the process! Our strengths lie in creating brand identities that translate our clients' vision and bring their message to life in a visual way.

The greatest challenge of creating a brand identity is incorporating several aspects into the design while still keeping it simple.

We had several considerations in mind during this stage, including:

  • Keeping the design versatile and functional

  • Developing a multi-layered strategy, deeply interwoven with symbolism in order to connect with its audience on a deeper level

  • Tailoring the appeal to garner access, support and build a fierce tribe to foster a like-minded community of engaged individuals

As always we start by using pencil and paper to brainstorm visual ideas. From there the ideas with the most potential are refined.

Since design is subjective, we provide clients with a choice, by presenting two (2) different concepts that we confidently believe answer the directive.

However, an identity is more than just a logo; it’s a complete visual system that should add depth and personality to the brand. Show the world you’re invested in what you do with a practical, versatile toolkit of brand elements that take your business to the next level!

As part of the concept presentation, we also deliver a brand storyboard that includes the other design elements needed to complete the visual identity— secondary logo, submark, colour palette, typography, patterns and social signatures. In addition, digital in use renderings are developed to showcase how each concept could appear in real-life applications.

CONCEPT 1 - The K+C Infinity Lettermark

The stylized ‘K’ extends connecting to the ‘C’ to form an infinite loop. Simply put, the concept is showcasing your Realtor (a.k.a matchmaker) services, the systematic approach of pairing people's needs and lifestyles for the common goal of creating dreams through homeownership.

The "K+C," letterform was transformed into an abstract representation of bringing parties together; the joining of forces, the pooling of resources and the sharing of a space. The lettermark is showcased throughout the concept to strategically represent how your services have no end and can extend through at every stage of a client’s life.

CONCEPT 2 - The Modern Monogram

This design is indicative of clean, straight edges and has a level of sophistication. The client’s KC initials take centre stage, rightfully so in this monogram design. As colours play a pivotal role in the development of a brand’s identity, so does the use of shapes. The ‘C’ partly in circling the ‘K,’ suggests warmth, friendliness, all-inclusiveness, endlessness, security, and completeness. The straight lines of the ‘K’ are synonymous with logic, certain, trustworthiness - all characteristics of Kelly’s personal values.

Both concepts were meaningful branding options. After some deliberation, indicating Kelly adored both choices, however, ultimately she chose Concept 2 - the Modern Monogram.


No revisions were required. Due to our considered design approach, we usually have minimal design refinements, if any at all.

Next, we built out the content and digital required. To put it simply, this is the process of designing all the other items that will be needed to communicate and launch the brand identity.

For this new identity we created the following collateral:

  • Updated Website

  • Letterhead

  • Business Cards

  • Sponsorship Signage

  • Greeting Cards

  • Facebook Ads


Altogether, this process took 4 weeks. The client launch package always includes a plethora of logo files for both print and web use; including all the brand elements, colour palette, patterns and typography (font files).

Thanks to the brand board, Kelly and her team understand how to implement the rebranded identity going forward.


THE TAKEAWAY When you invest in your brand, you're building a level of confidence within yourself, your business and your clients.

Kelly's rebrand fully communicates a level of professionalism, confidence and sophistication that will inevitably have her clients trusting her on a whole new level.

Don’t just take our word for it. See what Kelly had to say:

"I’m in LOVE with my new branding. You knocked it out of the park.'" -- KELLY COOPER, KELLY COOPER HOMES

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