Proper

Proper reimagines real estate marketing through the lens of design, storytelling, and lifestyle. With a bold vision to move beyond transactional norms, the identity draws from vintage racing culture and iconic automotive branding. A custom script wordmark, inspired by classic racing aesthetics, anchors the system with expressive elegance. The Pegasus icon conveys power and grace, while a custom typography system merges vintage ligatures with modern sans serif precision. A minimal color palette and refined photography create emotional connection through aspirational, lifestyle-focused visuals. Unified across digital, print, and merchandise, the brand presents Proper as a creative, design-led agency built for clients who value restraint, individuality, and impact.