MJ COYLE HOME

Project Focus

Crafting a personal brand identity for MJ Coyle, the laid-back yet sophisticated star of HGTV’s Good Bones, who wanted a brand that felt authentically him—rooted in East Coast elegance with a touch of Diane Keaton’s timeless flair.

Overview

MJ approached me with a vision of stepping out from behind the screen to build a personal brand that felt like a natural extension of his personality. His goal was to develop a cohesive identity that combined his refined taste with the warmth and approachability his fans adore. We aimed to create something that would connect with his audience while also reflecting the creativity he brings to every project.

Challenge + Solution

The challenge was to build a brand that both stood out in the crowded world of design and stayed true to MJ’s unique style. While his television presence was well-known, the personal brand needed to differentiate itself from the Good Bones identity while maintaining MJ’s signature laid-back vibe. The solution was a sophisticated yet approachable brand identity that captured his East Coast roots and creative elegance. From a meticulously hand-illustrated vase for his logomark to the curated content of his seasonal “design diary,” each element was crafted to strike the perfect balance between artistry and accessibility.

Approach

The design process began with deep collaboration. MJ’s creative vision was the foundation, and we worked closely together to translate his ideas into a visual language that felt distinctly him. Inspired by his East Coast sensibilities and love for classic design, I hand-illustrated a vase for his logomark—an element that would become central to his brand. The logo and website design followed, both reflecting the clean lines and understated elegance that MJ embodies. A full photoshoot was directed to capture his laid-back yet polished aesthetic, and the social media content was curated to maintain a consistent visual narrative. The seasonal “design diary” was created as a way for MJ to share his creative process with his audience in a more intimate, engaging way.

Relationship

Working with MJ was a seamless partnership. His laid-back yet focused personality made the collaboration enjoyable and productive. We found common ground in our shared appreciation for timeless design, and this mutual respect and understanding fueled every aspect of the project. Our working relationship evolved into a creative dialogue, where ideas were exchanged freely, and MJ’s input was instrumental in shaping the final product.

Strategy

The brand strategy focused on blending MJ’s established television presence with a fresh, personal touch that reflected his off-screen identity. We built a digital platform that highlighted his expertise while also giving him space to share his design journey through a seasonal “design diary.” The social media strategy revolved around authenticity—each post and piece of content was crafted to resonate with his audience by showcasing both his professional work and personal style. The goal was to make his brand feel both aspirational and relatable, drawing people in with his unique charm.

Design System

The design system was rooted in simplicity and construction, with every detail carefully considered to create a cohesive visual identity. The hand-illustrated vase became the anchor of the brand, symbolizing both creativity and tradition. The logo, website, and social media content followed a consistent aesthetic—clean, understated, and timeless. The seasonal “design diary” provided a narrative thread that tied everything together, allowing MJ to engage with his audience in a way that felt natural and genuine.