Angela Drupsteen - Hamilton Kaye Branding

Case Study: Hamilton Kaye Integrated
Management Branding and Design

BRANDING

Client: Hamilton Kaye Integrated Management Inc.

Industry: Property management

Role: Graphic designer

Deliverables: Responsive brand identity system: primary logo, secondary logo, typography, colour palette and brand pattern and brand applications such as stationery and social media animations.

Date: May 2026

The Challenge

The client is an up and coming property management company that specializes in overseeing condo properties in the Hamilton area. They wanted a fresh, modern and unique brand design that would help them stand out from their competitors, while also remaining professional and approachable. They wanted to build their credibility with tenants, property owners, and board members with the right visual identity.

Objectives

• Build trust

• Stand out from competitors

• Create a flexible, modern identity

• Ensure consistency across all applications

Research and Discovery

Being a small startup, the client had already used AI to explore some preliminary visual design directions prior to bringing me on to the project. These concepts helped to clarify the client's preferences, but they lacked originality, consistency, scalability, and meaning. I wanted to ensure that the branding accurately represented Hamilton Kaye.

The client was strongly attached to the style of the wordmark and the colour palette of burnt orange and dark teal, so I further evolved the branding to include a more representative and meaningful logo symbol and created a more cohesive brand identity overall.

AI generated mock up provided by the client.

It was important for my client that she stood out among her competitors. During my research into current property management companies in the GTA, I found that most of their logos and brands included:
• Stereotypical and obvious imagery (e.g. houses, trees, property elements)
• Muted or bland colours
• Serif or sharp sans-serif typefaces

My client was interested in injecting some life and personality into her brand identity so that it accurately reflected who she was and what her business stood for. She wanted to avoid all the overused and obvious imagery that was already prevalent in the industry.