Brand Identity + Rebrand
Monticello
A fresh identity for a custom home builder that values bold ideas and thoughtful design. The rebrand kept what worked, added what was missing, and brought the founder’s name to the forefront—making space for originality in a traditional industry.
Original
Rebrand
This rebrand for Monticello, a high-end design-build home remodeling company, focused on elevating an already reputable business with a stronger, more strategic identity. The goal was to retain the equity of the original “Monticello” name while refining the brand to better reflect its values and stand out in a competitive—and often traditional—industry.
Building a Brand Guided by Core Company Values
The final identity reflects Monticello’s core values: attentive, bold, distinctive, and innovative—while maintaining a clean, modern sophistication that matches the creativity and care Andrea brings to every custom home project.
Logo Concepts
One of the most valuable parts of the process was exploring a broad range of brand concepts prior to the rebrand. While the final logo ultimately remained close to the original, the creative exploration gave the client space to consider new directions—and ultimately reaffirm their connection to a mark that felt both familiar and refined, and true to the essence of their brand.
Alternate Concepts:
Rebranding with a New Company Name
To further strengthen brand recognition and position the company more clearly in the marketplace, we updated the business name to Monticello – Homes by Andrea Peterson. This not only distinguished the brand from others with similar names, but also intentionally highlighted Andrea as a female builder in a predominantly male field
