Case Study
mj coyle home
Brand Identity • Visual System • Content Direction • Brand Positioning
01. Project Overview
MJ Coyle is a nationally recognized interior designer known for his work on HGTV’s Good Bones and his refined, modern design sensibility.
As he expanded into independent consulting, digital content, and future product opportunities, he needed a cohesive brand identity and visual system that positioned him as an established design authority rather than a TV personality. I was responsible for building a polished, strategic brand foundation that reflects his aesthetic and supports long-term growth.
02. Role & Scope
I served as the lead creative partner responsible for developing the identity and digital direction for MJ Coyle Home.
responsibilities
Brand Identity Development
Visual System & Design Guidelines
Brand Messaging + Positioning
Editorial / Web Direction
Photography Tone + Art Direction Guidance
Social + Content Template System
Collateral + Presentation Design
Strategic Creative Consultation
My role covered all major visual and strategic elements of the brand’s identity and digital presence.
03. The Challenge
MJ needed a brand system that matched the sophistication of his design work but could also scale across digital platforms, consulting materials, and potential future product lines.
The challenge was to create an identity that:
felt premium and editorial
distinguished him from “HGTV personality” positioning
complemented his interior design aesthetic
served both digital and print environments
was flexible enough for future expansion
04. The Approach
I grounded the brand around MJ’s core design principles. i merged modern warmth, craftsmanship, clean lines, and intentional simplicity.
The approach focused on:
Defining the brand’s personality and design philosophy
Establishing a strategic differentiation from “HGTV personality” positioning
Creating an editorial-driven direction that could evolve into content, collaborations, or product lines
Building a flexible system that could scale with future offerings
This phase set the creative direction, strategic narrative, and aesthetic framework for the brand.
05. The Solution
Brand Identity System
Primary logotype + monogram
Modern typographic hierarchy
Neutral, material-inspired color palette
Architectural spacing and grid system
digital + editorial execution
Website style direction and content structure
Editorial layouts for longform storytelling
Photography tone + visual guidelines
content + Social system
Modular templates for project reveals, commentary, and moodboarding
Presentation deck system for consulting
collateral
Business cards
Stationery + branded assets
Client presentation deck templates
This solution translated the strategic direction into a refined, professional, scalable brand system.
06. impact
The new brand system elevated MJ’s identity from television personality to design authority, strengthening his professional presence across digital and print. The refined visual direction improved clarity and cohesion across all platforms, while the editorial-inspired content system reduced production time and increased consistency.
This foundation positioned the brand for future consulting opportunities, partnerships, and potential product expansion, providing a scalable creative framework that supports long-term growth.
07. outcomes
The rebrand established a long-term strategic foundation that significantly expanded what MJ’s business could support. With a cohesive identity and elevated digital presence in place, the brand became fully equipped for opportunities beyond client design work—including consulting engagements, industry partnerships, speaking opportunities, digital content series, and potential future product lines.
The new system also strengthened MJ’s market positioning, allowing him to step confidently into higher-value projects and present a more authoritative, mature brand to prospective clients and collaborators.
Ultimately, the work transformed MJ Coyle Home from a recognizable name into a fully realized professional brand with room to scale.