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Project Details

Client Name

L’AGENCE Napa Valley

Category

Branding

The Challenge: A Boutique Agency Poised for Growth

Florence Ropelewski, broker and founder of L’AGENCE Napa Valley, came to us at a pivotal moment. Her boutique real estate agency had earned a strong reputation in Napa Valley for its client-first service and refined taste — yet her brand presence didn’t reflect the level of care and sophistication she was known for. At the time, her team included only two agents and managed just a few active listings at once. Florence was ready to grow — but she needed more than a new logo. She envisioned a complete brand system that could scale with her ambitions and support her team, while preserving the warmth and approachability her clients love.

She wanted a brand that would:

  • Capture the Parisian elegance she adores while feeling warm, homey, and approachable Reflect her white-glove, client-first philosophy.
  • Establish visual consistency across every platform — from signage to social media.
  • Support her team with a complete library of branded assets they could use instantly.
  • Convey the kind of easy luxury that makes clients feel they are her only focus

Gallery

The Atrium Approach

Curated Like a Fine Art Collection

At ATRIUM, every brand is treated like a commissioned artwork — bespoke, intentional, and built to perform.
Andrea shaped the strategic vision, while Diego ensured the system would support visibility, growth, and ROI.

We curated a Bespoke Branding Strategy to unify every client-facing touchpoint:

1. Strategic Foundation

  • Brand vision workshop to define her voice, values, and positioning
  • Brand narrative rooted in heritage, community, and approachable luxury
  • Full brand architecture including archetype, personas, and messaging pillars
  • Social media art direction guide (tone, photography style, visual guidelines, content strategy)

2. Editorial Visual Identity

  • Complete logo suite (primary, secondary, alternate, icon mark, favicon)
  • Color palette inspired by Parisian interiors and Napa landscapes
  • Curated type pairings and a custom brand pattern
  • Comprehensive brand book and style guide to keep her team aligned

3. Branded Collateral & Sales Tools

  • Yard signage (“For Sale” / “Open House”)
  • Office signage and presentation folders
  • Business cards and note cards
  • Pens, stationery, packaging, and custom keychains for client gifting
  • Flyers, brochures, banners, and print ads for listings
  • Listing photobooks as elegant keepsakes for buyers and sellers
  • Photo booth props and branded décor for events and openings
  • Sourced and coordinated local printers and fabricators to ensure flawless production

4. Content, Copywriting & Creative Direction

  • Ongoing creative direction for her social media
  • Custom branded filter to unify visual content
  • B-roll and shot list direction for listings, team shoots, and behind-the-scenes content
  • Creative writing support for newsletters, branded emails, and campaigns
  • Designed and produced holiday and seasonal communications (event invitations, greeting cards, thank-you cards)
  • Co-wrote her 10-chapter Napa Valley Guide — Florence provided topics and favorite local spots, and our team researched, wrote, designed, and sourced printing for the complete publication
  • Provided ongoing social media planning, content curation, and brand storytelling direction
  • Upgraded and designed new sections for her website, including event pages, homepage refinements, and testimonial updates

The Collaboration

Bringing Clarity to a Creative Vision

Florence has a visionary eye and a deep emotional connection to her brand. She came to us with many ideas — from incorporating her grandfather’s historic building into the logo to exploring multiple color palettes — and wanted to explore every possibility.

We designed a highly structured creative process to keep this exploration inspiring yet efficient: moodboards, logo sketches, color studies, and style previews, each with clear checkpoints. This gave Florence the freedom to explore while giving us the clarity to ensure the final system remained cohesive and strategic.

The Transformation

From Fragmented to Collectible

Today, L’AGENCE Napa Valley shows up as a fully curated brand world — editorial, premium, yet warm and inviting.

  • Clients experience the same elegant aesthetic whether they see a yard sign, Instagram story, or photobook
  • Her team grew from 2 to 3 agents and now manages 9+ listings at a time — a major leap from when we started
  • In 2023 they closed 29 homes, and by September 2024 they had already reached 27 sales, showing sustained momentum
  • Her social media presence and engagement have grown steadily, supported by her new brand system
  • The Napa Valley Guide has become a signature client gift, positioning her as a trusted local authority
  • Every detail — down to the pens used at signings — now reflects her white-glove standard

“It finally feels like our brand matches the level of service we give. Atrium understood our vision and made it tangible — now everything from our signs to our social media just feels right.”

 — Florence Ropelewski, Broker/Owner

Why It Matters

To High-End Real Estate Teams

  1. Consistency builds trust. When every detail aligns, your brand instantly feels established.

  2. Creative systems save time. Templates and asset libraries free agents to focus on selling, not design.

  3. Editorial branding signals authority. A cohesive aesthetic positions boutique teams alongside legacy luxury brands.

Services Provided

  • Brand strategy, narrative, and architecture
  • Logo suite, color palette, typography, brand pattern
  • Brand book and style guide
  • Yard signage, office signage, presentation folders
  • Stationery, pens, packaging, keychains
  • Flyers, brochures, banners, print ads
  • Listing photobooks
  • Social media templates, reels, story highlight covers
  • Brand filter, photography and b-roll direction
  • Holiday/event communications, invitations, and cards
  • Creative writing: newsletters, branded emails, Napa Valley Guide
  • Website upgrades and event pages
  • Printer sourcing and production coordination

Takeaways

For Boutique Teams

  1. Strategy brings clarity. Creative exploration becomes efficient when guided by a framework.
  2. Consistency scales service. A unified system frees your team to focus on clients.
  3. Branding drives growth. A refined identity attracts higher-value clients and strengthens trust.

The Atrium Principle at Work

Andrea shaped the direction, aligned disciplines, and curated each element as part of a cohesive whole — ensuring the brand was as strategic as it was beautiful.
Diego ensured every piece would perform — driving engagement, supporting sales, and positioning the brand to scale.

This collaboration embodies the Atrium Principle: where strategy, artistry, and marketing converge to create work that inspires and performs.

The Promise

“Transformations, not just deliverables”

L’AGENCE is no longer just a brokerage — it’s a signature, collector-worthy experience that signals trust, sophistication, and care from the very first interaction.

How can we help you?

Serving clients worldwide from our studio in Mexico