Prime Virtual Media

Kingston, Ontario     November, 2025

I love when a logo clicks into place like a puzzle piece.

Prime Virtual Media came to me with three challenges:
1. Their name: “Prime.” You recognize it everywhere.
2. The logo: The CEO DIY’d it on Canva. (See last image)
3. The industry: Oversaturated and hyper-competitive—especially in Kingston, Ontario.

PVM wanted to be thought-of as the premium real-estate media provider in the city, and the obvious choice for agents. But their current branding was working against them by lowering their perceived value.

Here are a few ways the Brand Reliquary solved that:

A glass of water on a black plate, a smartphone displaying the Prime Virtual Media logo, and a black speaker on a green side table with a beige carpeted floor underneath.

1. Abbreviating the name in the primary logo → instant clarity & distinction

Even though their “Prime” doesn’t overlap with other well-known Primes (big-box online retailer, influencer energy drink, etc.), the abbreviation creates zero confusion and stronger identifiability.

Designs displaying the word 'NEGATIVE' and a reversed logo with the letters 'PVN' on a dark background

2. Removing the “what we do” from the logo

New businesses describe their services in their mark. PVM doesn’t need to.

Instead, I designed a custom wordmark that references the brand's floor-plan service. A nod to their core service and a detail agents will sense even if they don’t consciously notice it.

It creates some curiosity, expresses confidence, and is instantly memorable.

Sketch of a question mark with musical note icons, labeled with various types of doors: 'Bifold Door,' 'Door Swing,' and 'Double Door Swing.' The word 'PRIME' is written at the top, and a large question mark is in the center.

3. A strategically masculine tilt

Real estate agents in Ontario are split 54% male / 46% female.

Marketing psychology shows that women are more likely to hire a masculine-leaning brand, while men are less likely to hire a feminine one.

So leaning masculine widened their appeal without alienating anyone. (It also happened to be what the client requested!)

Together, these decisions elevated Prime Virtual Media from seeming “DIY’d and new to this” to distinct, premium, and trustworthy in a crowded market.

A person walking past a property listing poster on a brick wall, which features a house and placeholder text.
Digital tablet on a wooden desk displaying a service selection screen with options labeled Premium, Standard, and Drone, with a potted plant and a white notebook underneath.
Neon sign displaying the word 'PRIME' on a dark background.
A billboard advertising premium real estate photography with a photo of a modern house in the background.