Will and Ally Fuller are a husband-and-wife duo working Portland, Maine — younger than most of the agents around them. The brand had to feel established without overstating how long they'd been at it.

We built a visual identity that borrows from Maine's oldest design vocabulary, not its newest. The palette pulls from Casco Bay and Sotheby's heritage — deep evergreen and a warm, muted gold, the colors of a sailing club crest, a country store sign, a New England bookshop window. The wordmark is sans-serif but unhurried — wide letter spacing, classical proportions, the kind of typography that signals discretion rather than urgency.

The F monogram lives inside a circular emblem with "FULLERS · REAL ESTATE · EST. 2024" running the perimeter, structured like a maker's mark or a hallmark stamp. The "EST. 2024" doesn't hide the brand's newness — it commits to it, the same way old Maine institutions stamp their founding year on the side of a building. Confidence by design, not by pretense.

Every touchpoint reinforces what Will and Ally's clients are buying into: the Fullers aren't trying to feel established. They're moving with the quiet confidence of people who already are.