Dawn-Renee MacDonald, Broker Brand Development
Dawn-Renee MacDonald, an experienced real estate broker launching a new venture under the Royal LePage umbrella, came to Innisfree Design looking for a brand that would reflect her deep roots in rural and waterfront real estate across the Grey-Bruce region.
While Royal LePage provides a trusted national identity, Dawn-Renee needed a personal brand that captured her local expertise, community connection, and professional credibility, without conflicting with the corporate brand she operates under. She wanted something that felt approachable yet professional, grounded in the unique character of the area and reflective of her genuine care for her clients and community.
We set out to build a brand that would feel as familiar and welcoming as a neighbour’s front porch, while communicating the knowledge, precision, and results expected from a top-tier real estate professional.
After a dive into her values, audience, and regional insights, we developed a brand around the tagline, Local Roots. Trusted Results. This phrase became the north star for the brand — a concise reflection of Dawn-Renee’s connection to place and her commitment to guiding clients with clarity and care.
The final brand strikes a thoughtful balance between personal and professional, it complements the Royal LePage identity while giving Dawn-Renee her own distinct voice in the market. It tells a story of living where you work, of guiding clients through complex decisions with warmth and clarity, and of truly knowing what makes Grey-Bruce special — not just in property value, but in lifestyle.
The brand now supports everything from marketing materials to social media storytelling, allowing Dawn-Renee to show up as the go-to rural and waterfront real estate expert in her region, not just because of what she knows, but because of how deeply she cares.
