Giselle Gaitan Homes

Giselle Gaitan is a Detroit and Ann Arbor–based realtor with a background in design and a love for character-rich, historic homes. She desired for her brand to represent something deeply personal and intentionally different, something that reflected her design sensibility and the art of the homes she represents.

She approached Backtalk to develop a brand identity and website that celebrate the beauty of place, the romance of home, and the stories that live within them.

Problem
As a designer turned realtor, Giselle saw how most real estate brands felt templated and transactional. Her existing website didn’t capture her personality or her passion for historic homes. She needed a design-forward identity that would help her stand out from traditional brokerage branding and connect with clients who value authenticity, history, and aesthetics.
Solution
We built a brand that marries storytelling with sophistication, rooted in heritage but designed for a modern audience. Through thoughtful visuals, editorial-style copy, and a custom web experience, Giselle’s digital presence now feels warm, cinematic, and unmistakably her.
Brand Development
We began with creative discovery and mood boards to define tone, inspiration, and audience. From there, we developed a full visual identity anchored in a soft, Wes Anderson–inspired palette and vintage-meets-modern typography. The final system included a primary logo, two logo variations, a brand style sheet, and a complete asset suite for launch. The result is a brand that feels both personal and professional, blending Gigi’s refined eye for design with timeless real estate credibility.
Web Design + Development
In collaboration with Orso Design (orsodesignco.com ), we designed and developed a custom multi-page WordPress site in Figma to reflect Giselle’s storytelling-driven approach. Each page was created to feel cinematic yet functional, with immersive visuals and detailed neighborhood guides for Detroit and Ann Arbor.
The site features custom map illustrations, SEO-optimized copy, and a mobile-first interface that balances beauty with usability, showcasing historic architecture while providing a seamless experience for potential clients.
Project Notes
This project reinforced that creative storytelling and real estate do not have to live in separate worlds. When design leads, it builds connection rather than simple conversion.
By starting with brand identity rather than listings, we helped Gigi stand out in a saturated market and attract clients who share her appreciation for design, detail, and place. The process continues to shape how we approach personal brands within lifestyle and service-based industries, always leading with story before sales.