Today is a very special day because we FINALLY get to reveal…our new brand!

Quite a lot has changed in our business since we started in real estate in 2015. Many of you might remember the first iteration of our branding, “Lugo & Co.”. It was a great brand! Many of you loved to rep the brand with our awesome t-shirts, hoodies and koozies, and it truly became a very recognizable image for us.

However, in mid-2017, we returned from our honeymoon only to find that it no longer met the rapidly changing compliance requirements for our industry (ugh), even after multiple layers of approval from our amazing brokers, who’ve always been supportive of us, our unique branding, and our personal and business growth. After months of trying to make our case, it was ultimately determined by the AZ Department of Real Estate that the “& Co.” portion of our simple team name was no longer to be used in any of our marketing. (This hasn’t stopped other teams in our market from using “& Co”, but that’s another discussion.)

This was beyond devastating to us. Not only were we unable to market our business for the months that we were trying to find a resolution to this mix up (resulting in stunted growth for our young business), almost all of our marketing materials became useless overnight. Apparel, folders, marketing materials, websites, you name it — all had to be scrapped and redone. It was one of the worst things that had ever happened to our business.

We didn’t share much of this with the public through that months-long process. It was an emotional and financial blow that didn’t make sense to us, and honestly felt unfair.

However, a good business is one that is resourceful, and rebounds off set-backs. A great business, even, is one that grows beyond them.

And so after taking some time to regroup, we looked at our business and thought about what was important to us. We considered what we wanted our legacy to be. How we wanted our clients to feel during a transaction with us. We dug deep, and at the end of 2018, we decided we were ready for a complete overhaul to the visuals and messaging behind our team, The Lugos. We still feel so lucky to have our place at our amazing brokerage, My Home Group, and now our new brand identity helps it all come together.

In February of this year, we got connected with Caroline from Blueprint Brand Studio. Actually, we found her on Instagram, first. The moment we began speaking with Caroline, we knew that the wait would be worth it.

Over the next three months, we collaborated with Caroline to come up with what is now our new brand for The Lugos, and we are absolutely over the moon with how it all turned out!

We are honestly just so grateful to finally be able to “show up” in the way we always felt. To us, this new identity truly appeals to communities looking for expert, personal real estate professionals to serve their needs with professionalism and authority. This modern and intuitive, yet classically timeless, style reflects the luxe quality, passion, and attention to detail that so many know us for. The custom elements truly set the aesthetic apart and speak to the story and values that we think make our business so special.

As time goes on and our business grows and evolves, it’s been just amazing to see how things have changed around here. There’s really nothing like growing your first business. Bryce and I are truly just so grateful for the support and loyalty from our amazing client base, and the wonderful friendships we’ve cultivated since beginning this endeavor.

Big thanks to Caroline at Blueprint Brand Studio for the dedication to helping make all our brandy-dreams come true!