In real estate, trust and connection matter just as much as market knowledge. For Leslie Nelson, her brand needed to reflect both her professional strength and her down-to-earth values. After years of using a DIY logo and feeling like her business had outgrown it, she was ready for a brand that felt like home—for her and for the people she serves.

From Builder Rep to Business Owner

Leslie’s journey into real estate started after she and her husband built their current home—a process she loved so much, she joined their builder’s team. After 3.5 years in new construction sales, she made the decision to branch out and start her own real estate business. As a mom of two with a passion for gardening and a strong sense of what truly matters, she knew she wanted her business to grow—but not at the expense of what she values most.

Her perspective is refreshing in an industry that often prioritizes bigger, faster, and flashier. For Leslie, real estate is about more than numbers. It’s about creating a life that allows space for the little moments: the toddler giggles, the morning garden walks, the joy of travel and slow mornings at home. Her brand needed to reflect that balance.

The Need for a Brand That Feels Like Home

After two years with a DIY logo, Leslie no longer felt confident in her brand. It didn’t align with her growth, her values, or her vision for the future. She wanted a brand that felt more professional, trustworthy, and aligned with her unique approach to real estate—one that could grow with her if she chose to build a team.

She also knew she didn’t want to lean into the typical visual tropes of the real estate industry. No house icons. No cliché key symbols. Instead, we explored something more personal.

A New Name and a New Brand

One of the first steps was evolving her business name from her personal identity to something that could stand on its own: Nelson Home Co. This allowed her the flexibility to scale while still staying grounded in her story.

Inspired by her love of gardening and the metaphor of growth and new beginnings, we designed a logo that balances symbolism with simplicity. The mark features a flower stem subtly forming the letters "NH," topped with a bloom that represents possibility and fresh starts. The typography is clean and distinctive, using custom all-caps letterforms for a refined but approachable feel.

The color palette is grounded and earthy—rich neutrals and calming tones that reflect Leslie’s warmth and professionalism. It’s a brand that doesn’t shout, but quietly commands trust.

Brand Photography

Once the branding was complete, we headed to the studio to capture brand photos that fully reflected Leslie's upgraded identity. Every detail of the shoot—from the color palette to the props and wardrobe—was intentionally styled to align with her new brand visuals. The photos brought her story to life, showcasing not just her professionalism but her warmth, approachability, and love for creating a home. With a full brand identity and photo gallery in hand, Leslie was ready to show up with clarity and confidence across every platform.

The Result

"I feel as though any review I’m able to craft will fall short of expressing how wonderful my experience was working with Lydia and Venlo!" Leslie shared. "She took the time to fully explore my vision... and delivered a full branding kit that was beyond what I could have imagined."

We also designed a custom stationery set, created wine labels for client gifting, and helped Leslie develop branded signage to bring the new identity to life across touchpoints. These tangible, thoughtful details gave her brand depth—and gave her something she could proudly share with clients. The full brand package captured who she is—both as a professional and as a person.

How the Brand Is Working for Her

Eight months after launching her new brand, Leslie has seen both tangible and intangible benefits:

She now feels a renewed sense of pride and ownership in her brand. With confidence in how her business is represented visually, she's more comfortable putting her marketing materials out into the world—and it shows. She's received numerous compliments on her website and social media presence, even from people who aren't ready to buy or sell just yet. "I know I’m on their mind when the time comes," she shared.

The brand has also streamlined her content creation. With clearly defined brand guidelines and a cohesive visual identity, Leslie saves time and energy when creating marketing pieces. "I don’t second-guess myself anymore. I know what my brand should look and feel like." And while she doesn’t have hard data to prove it, she believes the elevated brand has played a role in attracting higher-value clients.

"My average sales price has increased dramatically this year. I really think the clients you attract are connected to the confidence you bring into every conversation. When I show up with well-curated, professional materials, I speak and educate with more authority. It’s all connected."

–Leslie Nelson

If you’re ready for a brand that reflects your values, tells your story, and grows with you, let’s create something meaningful together. Start here.

Case Study: Building a Brand That Feels Like Home for Nelson Home Co.