Cheryl Shaw Shaw Sell DC
Shaw Sells DC is the personal brand of Cheryl Shaw, a top-selling agent whose business was rapidly expanding beyond Washington, DC. As her presence grew, she needed a refreshed identity that reflected her style, values, and connection to art, culture, and community.
Key Contributions:
Identified limitations in the original logo, which suggested Cheryl only sold homes in DC and didn’t represent her personality or vision.
Designed a new visual identity centered on the double “S” symbol, inspired by African patterns, resembling townhomes and symbolizing community.
Selected a bold sans-serif font to balance the mark and reflect strength and professionalism.
Developed a natural, earthy color palette that conveyed authenticity, sophistication, and long-term brand versatility.
Results:
Delivered a brand identity that expanded Shaw Sells DC’s reach beyond Washington, DC, while authentically reflecting Cheryl’s personality and values. The new design elevated her visibility, strengthened community recognition, and gave her team a professional, scalable identity to grow with her business.
Logo Development
Knowing Cheryl was a huge fan of African culture, I decided to draw inspiration from African patterns. After several rounds, we landed on the double 'S' symbol, which resembles townhomes and represents the connection of a community. For the font, I chose a bold sans-serif style that complements the symbol.
Color Exploration
Even though bright and vibrant colors matched Cheryl’s personality, we agreed that natural tones better suited the organic nature of the symbol and felt more professional.
The social media graphics are original, artistic, and functional. The organic curves from the logo are incorporated into the banner design. The signature green and gray pair perfectly with warm skin tones, while the hand-written header fonts add a personal touch.
