Amy Fridhi: Real Estate + Sparkle

Amy is a pink-haired powerhouse of a real estate agent whose energy is almost as big as her resume. With an established career in education and real estate, it was a no-brainer that her rebrand goals were focused on coaching other agents, while still kicking ass representing her buyers and sellers, and putting out content that was both informative and entertaining.

When we first started working together in 2020, we branded Amy Fridhi Real Estate as her personal brand, focusing on a straight forward design and personal brand photos . Now, with blog writing, guest speaking, and coaching all under her list of services, the name evolved to Amy Fridhi, Real Estate and Sparkle. The tagline is all encompassing of her focus as well as her approach- to bring bold excitement to the world of luxury real estate.




Brand Concept

Real estate logos can go very cheesy very fast, with lots of the same houses and keys as icons throughout a lot of brands. We wanted to steer away from this, while still staying in the visual realm of real estate to get the messaging across. We developed a house icon that was sleek and luxurious, made up of clean lines and an abstract layout. The color palette was inspired by Amy’s pink hair and the sparkle aspect of the brand, balanced with deeper colors to highlight the seriousness and professionalism of the brand as well.

Here's What Doglio Had to Say:

Kayla has transformed our brand and we truly consider her an integral part of our team. She knows exactly what we want/need – often before we even do! She is quick to turn projects around and is always exceeding expectations. She thinks 10 steps ahead and her creativity never lacks luster. Her services are one of a kind and we feel lucky to have her in our corner. Our collateral and visual identity constantly receives compliments and it’s all thanks to Monarch Collaborative.

Visual Brand Identity

Since the brand is still very much a personal brand, the design centers around Amy’s name in a bold font with some fun curves and lines. It’s a perfect mix of class and flare. Paired with a rose gold, geometric house shape, we focused on bringing in the real estate and sparkle without it being too animated or cookiecutter for the industry. Multiple variations of the design were made to ensure there is a version for every project!


Being a personal brand means constantly showing up in your business to make connections, share information, and assert your expertise. All of these goals and more were taken into account when planning multiple photography sessions and strategizing how those images would be used

Get started today in order to create the brand and cohesive visual identity you've been dreaming of.