The Pelham Group
A Fresh Identity for a New Era
In June 2022, I stepped into the role of Brand Communications Manager at The Pelham Group, a boutique real estate brokerage in Central Texas. The company was emerging from the whirlwind of the COVID real estate boom and looking to infuse new energy, ideas, and a fresh perspective into an industry that often prefers to "stick to what it knows."
This was my first official venture into the marketing world—and my first assignment? Rebrand the entire company. Simple, right? Not quite. But I was ready for the challenge.
The existing branding had served its purpose, but the founders were eager for something that reflected where the company was headed: modern, innovative, sophisticated, and sleek. They wanted a visual identity that matched their forward-thinking, pioneering approach to real estate - especially in a time that had proven the industry was far from predictable.
After thoughtful discussion, our team agreed that the current logo and color palette felt dated. We aimed for a look that would stand the test of time. Our solution? Strip things back to the basics: black and white. This clean, timeless palette laid the foundation for a new identity.
I designed a new logo that captured our desired sleekness—anchored by a box symbolizing our commitment to thinking “outside the box.” The result was a brand identity that not only aligned with our goals, but elevated the perception of who The Pelham Group is and where it's headed.
We carried this same intentional design philosophy across all marketing assets - ensuring consistency, clarity, and cohesion in every touchpoint. As we redesigned the website, overhauled our social media presence, and refreshed our print materials, we left behind the more playful, caricature-style branding of the past.
In its place, we introduced a sleek, modern, and minimal aesthetic that better reflected the company’s elevated identity. Clean lines, a monochrome palette, and intentional whitespace helped us communicate professionalism and sophistication, while still allowing the personality of the team to shine through.
Every element—from Instagram templates and listing presentations to business cards and signage - was thoughtfully designed to reinforce the updated brand values. The result was a bold yet timeless visual identity that helped The Pelham Group stand out in a competitive market and speak clearly to their ideal clients.
