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Mainstay

SCOPE

Brand Strategy

Identity System

UX/UI

Web Development

INFO

2021 — 2022

MainstayMGMT.com

ROLE

Translating Reputation into a Trust-Building Brand and Digital Presence for a Luxury Property Stewardship Firm

Overview

Mainstay Management was founded by a former fleet manager of the JM Family Enterprises super yacht fleet, bringing decades of luxury service experience into the South Florida property management market. The opportunity was clear: high-net-worth property owners were underserved by a saturated industry known for poor accountability and inconsistent service outside peak season.
The founder needed more than a logo or website. He needed a brand and digital presence capable of translating his personal reputation into immediate trust with discerning clients.

THE MARKET CHALLENGE

The South Florida property management landscape is crowded, but trust is scarce.
Most competitors make similar promises, and many fail to deliver consistent stewardship throughout the year - particularly for “snowbird” clients who occupy their homes only seasonally.
The challenge was to differentiate Mainstay not through marketing claims, but through a brand system that communicated:
• Professionalism and reliability
• Personal accountability
• Experience in high-value asset stewardship (residential and marine)
• A level of service aligned with ultra-high-net-worth expectations
This required turning an individual’s career reputation into a credible, scalable brand.

Research

BRAND STRATEGY & IDENTITY SYSTEM

Through interviews and a structured creative brief, I worked with the founder to articulate his value proposition and positioning within the market.
I explored multiple naming and identity directions before developing Mainstay — a name and symbol system combining a roofline and anchor to represent both residential and marine stewardship, with subtle typographic detailing that signals precision and care.

FINAL BRAND IDENTITY

The identity system was designed to evoke the visual language of upscale financial and maritime services through:
• A refined blue palette signaling trust and experience
• Personal accountability
• Serif and sans-serif typographic pairing associated with luxury and professionalism
• Consistent iconography and photography treatment guidelines
OverviewResearchBrand SystemOutcome

Brand System

Brand guidelines & Collateral standards

Following the website, I developed a comprehensive brand guide including:
• Logo lockups in multiple orientations and colorways
• Typography hierarchy and usage rules
• Photography treatment guidelines
• Iconography standards
I also designed supporting collateral including stationery, folders, and postcards to ensure consistency across all client touchpoints.
OverviewResearchBrand SystemOutcome

Outcome

The cohesive brand and digital presence launched in February 2022.
Within one month, Mainstay secured its first client — a beachfront Miami property owner with a net worth over $25M.
The brand system enabled the founder to present his services with the level of credibility and polish expected by high-net-worth clients, directly supporting early client acquisition in a trust-deficient market.

WHY THIS PROJECT MATTERS

This project demonstrates how brand, UX, and digital execution can translate personal reputation into a scalable trust system.
It reflects my approach to design as a strategic tool for positioning, credibility, and client acquisition - particularly in markets where differentiation depends on perception as much as service quality.
OverviewResearchBrand SystemOutcome
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