x 2019
Mike Falk,
Abundant Broker
Brand Strategy & Visual Development, Book Design & Typesetting.
The Challenge
Abundant Broker’s founder needed a brand that felt distinctly premium while communicating trust, authority, and approachability — essential in real estate. The visual identity had to reflect ambition and expertise without leaning into cliché luxury tropes.
Strategy & Process
Step 1 - Brand Strategy first
Before designing, I identified the target audience’s expectations and emotional drivers. This informed clear positioning that balanced aspiration with credibility — a foundation for every design decision.
Step 2 - Moodboard
I developed a moodboard to set the brand tone: aspiration, confidence, and sophistication. Visual references were curated to evoke wealth without gaudiness, ensuring all deliverables felt intentional and elevated.
Step 3 - Develop Primary Brand Elements
Primary Logo
Book Cover Design
Step 4 - Identity & guidelines
From the strategy, I crafted a brand system with:
A refined logo suite
A thoughtful color palette rooted in timeless luxury (gold, cream, deep charcoal, navy)
Minimal, elegant typography and iconography
A comprehensive brand guide for consistent application across touchpoints
The Outcome
The final identity positions Abundant Broker as a premium, trusted advisor in his market. The visual system supports confidence and professional presence across both digital and print assets. This project demonstrates my ability to marry strategic thinking with sophisticated execution — a core strength I bring to every creative leadership role.