Good Manors Real Estate began as a personal branding project and evolved into a full-scale agency identity designed for growth. Founded by Justin Cuzno, the brand emerged after Justin’s first year as a real estate agent, when he approached me to help define and elevate his presence in a crowded market.

During our initial year working together, it became clear that Justin’s greatest strength wasn’t just market knowledge or hustle: it was his personality. He was personable, likable, playful, and deeply genuine. Clients consistently described him with the same phrase: “He’s a good guy.” That insight became the foundation of the brand. From the very beginning, we knew the word “good” needed to live at the center of the identity.

As the collaboration matured, Justin and I made the strategic decision to build something larger than an individual agent brand: an agency identity that could eventually invite other like-minded real estate professionals to join under one banner. Through vision boards, naming exercises, and informal surveys with peers and clients, another defining trait emerged: Justin’s politeness and professionalism. He had good Manors.

The breakthrough came when we recognized the double meaning. Manors evokes both courtesy and manor - a home. The name Good Manors captured warmth, trust, and real estate in a single, playful phrase. It felt happy, human, and disarming: exactly what the brand needed to stand apart in an industry often dominated by rigid, corporate aesthetics.

From there, we developed a comprehensive brand identity system. This included a flexible logo suite with horizontal, vertical, and stacked variations, multiple colorways, and a friendly smiley-face home icon that could scale across every touchpoint. Bright, vibrant colors were selected to reinforce optimism and approachability, while being carefully standardized for both digital and print applications to ensure consistency across signage, brochures, websites, and contracts.

Beyond visuals, we created a written brand system. This included a custom lexicon: guiding the tone, vocabulary, and phrasing used across blogs, press releases, emails, and social media, ensuring the brand always sounded as friendly and authentic as it looked. Every detail was designed to reinforce trust, ease, and likability.

The brand launched with a suite of video and social media content, including playful campaign assets and home tour videos that reflected the personality of both Justin and the brand itself. The result was a cohesive, highly recognizable presence that felt human rather than transactional.

Today, Good Manors Real Estate is the number one real estate agency in Greater Sudbury: a city of approximately 180,000 people, with plans to expand further. What began as a personal brand has become a scalable platform, rooted in personality, clarity, and the simple idea that doing good business starts with being a good human.

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