The situation
In 2020 I sold my appraisal startup, and the firm that came out of the sale became U.S. Asset Appraisals. It needed a brand and a website before it could go after lender work, and it needed them fast.
What I did
- Drew the mark by hand. No template, no outside designer.
- Took two directions to the owner, each with a palette and a lockup. Their working names were "patriotic sporty banky" and "warm banky blanky lady friendly."
- Delivered 18 logo files across four marks, with transparent versions for every use.
- Built the sitemap: market pages for Florida, farm equipment, and restaurants, a page for each appraiser, and room for case studies.
- Wrote the site copy, including what a client gets in an appraisal report and how the value is supported.
- Did all of it in one week. The project deck is dated December 28, 2020 to January 4, 2021.
What changed
The mark is still the logo on usassetappraisals.com in 2026. In December 2025 I came back as the firm's fractional CTO, and now run its marketing technology and AI rollout across 35+ states.
What it says about working with me
I draw the brand myself, and I build it to keep working long after I hand it over.