This branding project for an Edmonton-based real estate agent was designed to balance professionalism with personality, while creating a foundation that could grow beyond an individual into a scalable team brand. Using his name, jay, set in lowercase, helped humanize the brand while allowing it to read as a modern company rather than a personal logo. Vibrant neon blue linework wraps through the identity, symbolizing Jay as a connector who is deeply rooted in the Edmonton community and naturally able to bring people together. Paired with a black-and-white, minimal, modern foundation, the blue accents add energy and approachability, resulting in a brand that feels chic, confident, and unmistakably personable.