Legacy Partners - Identity
Client work · Brand identity · Logo system, color, typography, photography direction
Summary
John Sawyer founded Legacy Partners to be more than a real estate brokerage: a team of trusted advisors guiding Texas Hill Country clients through some of life's biggest decisions. I helped him turn that mission into a timeless, approachable brand identity that stands apart from local competitors and that his agents can use consistently.
Their goal
Whether a client is buying a first home, a dream property, or a commercial investment, Legacy Partners wants them to feel guided with integrity and genuine care. John built the brokerage on three values: honor and integrity, excellence and knowledge, and passion for community. He needed a brand that expressed those values, one that felt professional and experienced while staying warm and relatable.
Their challenge
John came in with a clear vision: a crest. But a local competitor already used one, which risked confusing clients in the same market. The brand also had to work in the real day-to-day of a brokerage, where agents design many of their own marketing pieces in tools like Canva.
How we got there
The logo: We kept the heart of John's idea, a shield symbolizing protection, strength, and trust, and set it apart with a mirrored monogram instead of a traditional crest. The result is modern, clean, and balanced, and clearly distinct from the competitor's mark.
Color: LP Blue, a deep teal, conveys trust, professionalism, and stability. LP Clay, a vibrant terracotta, reflects their passion for community. Neutral grays add balance and flexibility.
Type: Playfair Display Italic gives headlines a sense of prestige and timelessness, and Source Sans Pro keeps body text clean and readable. I chose two free, widely available fonts on purpose, so agents can stay on brand in Canva without buying licenses.
Photography direction: Emotive, honest imagery with tight framing on expressions and gestures, reflecting the personal, relationship-driven service that sets Legacy Partners apart.
Deliverables: Logo system, color palette, typography system, and photography direction.
The result
Legacy Partners now has a brand that feels like John's original vision, fully their own and impossible to mistake for anyone else. The teal and terracotta palette strikes the balance between polished and approachable, and the shield monogram gives the brokerage a steady, confident mark. Because the system is built on free fonts, every agent can carry the brand forward consistently.
Ready for a brand that reflects your story and values? Let's build something that lasts.
Recommended Photography Direction - AI generated images as examples.
