Two Generations, One Seamless Brand:
How We Captured the Wagner Kent Partnership
Client: The Wagner Kent Team (Becky & Nikkita)
Industry: Real Estate
Location: Gulf Coast of Florida (Escambia, Santa Rosa, Okaloosa)
Affiliation: Better Homes & Gardens Real Estate | Main Street Properties
Specialization: Residential and Commercial/Investment Properties
Meet Becky and Nikkita—a mother-daughter team whose complementary approaches create the perfect yin-yang dynamic in real estate. Becky brings decades of investment and lifestyle relocation expertise, while Nikkita connects with millennials and first-time buyers. Together, they represent the fluid, streamlined experience that makes buying or selling feel natural rather than stressful.
The Snapshot
While we've since refined our discovery process to include our signature "What do you call home?" question, this project perfectly demonstrates how we've always believed in uncovering authentic stories and translating them into brands that work.
THE CHALLENGE
Mother-daughter real estate team needed to showcase their unique partnership advantage while standing out in Florida's competitive Gulf Coast market.
-
In Florida's competitive Gulf Coast market, the Wagner Kent Team needed to differentiate themselves while working within Better Homes & Gardens Real Estate | Main Street Properties brand guidelines. They required a cohesive visual system that would:
Showcase their unique mother-daughter partnership advantage
Communicate their streamlined, complementary approach to client service
Appeal to distinct audiences: millennials, first-time buyers, lifestyle re-locators, and investors
Maintain Better Homes & Gardens Real Estate | Main Street Properties alignment while creating distinctive presence
Provide flexible materials for various property types and client needs
OUR PROCESS
We discovered their dynamic and streamlined process, then translated that story into a complete brand system with the signature wave element representing their fluid collaboration.
THE RESULT
A distinctive brand that authentically represents their partnership, with materials that position them as local experts and drive real business confidence.
-
Story Discovery
Before any design work began, we explored what made this partnership special. The mother-daughter dynamic creates a unique approach—Becky's seasoned expertise balancing Nikkita's fresh perspective. This complementary relationship, combined with their shared commitment to fluid, stress-free transactions, became the foundation for their entire brand identity.
Key Story Elements:
Nikkita's Focus: Millennials and first-time homebuyers seeking guidance and reassurance
Becky's Focus: Lifestyle buyers and investors who value experience and market knowledge
Shared Values: Seamless collaboration, deep Gulf Coast roots, and personalized service
Strategic Development
We positioned the Wagner Kent Team as the Gulf Coast's premier partnership, where complementary expertise creates an unmatched client experience. The strategy emphasized:
Powerful Partnership: Two generations, one seamless approach
Deep Local Knowledge: Gulf Coast natives with insider expertise
Streamlined Process: Fluid experience from search to closing
Mission: "Helping people in all stages of life reach, and celebrate, their real estate goals by providing stellar service with a heart"
-
Enhanced Professional Confidence: The team reports significantly increased confidence in presentations, with materials establishing immediate credibility.
Market Differentiation: The distinctive wave element and educational resources position them as thorough professionals and community connectors in a crowded market.
Strengthened Partnership Identity: The brand unifies their presentation while highlighting individual expertise areas.
Industry Recognition: Growing acknowledgment within Better Homes & Gardens Real Estate | Main Street Properties network, with the wave branding becoming locally recognizable.
Authentic Client Connections: The brand now authentically represents who they are—not just what they do. Clients immediately understand the unique value of their mother-daughter partnership and streamlined approach.
The Solution
A Strategic Brand Identity
The wave element isn't just coastal decoration—it's the visual representation of their partnership and streamlined processes. The flowing connection between "Wagner" and "Kent" symbolizes how seamlessly they work together, guiding clients through what can often feel like turbulent waters with grace and expertise.
-
Primary Logo: Wave connecting the names, representing partnership fluidity
Color Palette: Integrated the Better Homes & Gardens color palette
Typography: Montserrat font family for modern approachability
Four Logo Variations: Flexible applications across all materials
-
A comprehensive 12-page guide ensuring consistent application:
Logo usage and spacing requirements
Complete color system with HEX, CMYK, and RGB values
Typography hierarchy and pairing guidelines
Mission, vision, and values integration
-
Business cards with wave pattern and individual agent photos
Newsletter designs
Direct mail postcard system
LinkedIn & Facebook covers
-
"Downtown Dossier": Local area expertise showcase
"Pensacola Playbook": Community attractions and lifestyle benefits
"Know Before You Buy" Guide: Complete buying process walkthrough
"Know Before You Sell" Guide: Complete seller’s process walkthrough
-
Instagram carousel templates featuring "What's Happening in Pensacola?" series
Instagram listing templates
Instagram announcement templates
“We couldn’t have done it without her”
“Kristen with Purposefully Selected has been absolutely phenomenal to work with on our project. What started out as a simple meeting for advice on a team direction and logo, transformed into an entire array of materials that encompass our brand and everything we stand for. She not only took the time to share her input, skills, and knowledge, but also went above and beyond to understand our goals and vision to integrate them into the final product. We've already had other agents, lenders, and contractors mention how much they love the logo and designs. Her work helps us stand out from our peers and focus on our goal of helping our clients find their Gulf Lifestyle. We couldn't have done it without her.”
Wagner Kent Team
