Maurice Singer is a seasoned NYC broker with The Agency. Known for his down-to-earth approach and deep empathy for both buyers and sellers, he built his business on trust and sharp emotional insight. He was ready to step away from templated content and build a visual identity that felt as offbeat and intentional as he is.
Brand Strategy
Brand Identity
Visual Identity System
Logo
Newsletter Template
Custom Booklet
0407.jpg)
Maurice came to our team with a clear sense of self. He didn’t need a glow-up—he wanted something that felt grounded in who he already was. That meant leaning into a brand voice that prioritized intuition, discretion, and connection, while still feeling aligned with The Agency’s elevated presence. Visually, there was room to explore. His photography offered plenty of energy and warmth, filled with texture and contrast. The real challenge was expressing that without straying too far from The Agency’s brand guidelines.
We kicked things off with two distinct directions: Artful Precision and Quiet Luxury. Each drew from a different side of Maurice’s personality: one expressive and vibrant, the other bold yet refined. Both leaning into his quirky, behind-the-scenes nature. A custom booklet guided the exploration, with each direction getting its own editorial-style version. The process gave us room to play and push the boundaries of The Agency brand in new and exciting ways.
Ultimately, Artful Precision came out on top. The final identity leaned into a high contrast, bold typographic structure, with red being the star of the show (in true Agency fashion). I layered funky, organic shapes throughout, not only taking inspiration from some of his own home decor, but from Maurice himself, how he always leaves room for fun. We rounded out the system with a matching logo and newsletter template, giving Maurice the tools to show up consistently without feeling formulaic.
Copywriter
Carolyn Meers
Marketing Account Manager
Meghan Marron
It actually took Maurice months to decide between both directions, not because nothing clicked, but because so much of it did. In the end, he felt the identity truly captured who he was, and set him apart in the best ways. He walked away feeling seen, and excited to continue building on the foundation we set together.
