From a café conversation to a complete brand

It started over coffee. We met the two founders at a café while they were planning their new venture: a property advisory that helps buyers in east Pune choose the right new project, with 0% brokerage for buyers on new projects.

As soon as they started, they came back to us for everything, from the name and the brand kit to the website and social media.

They wanted to call the business Maitri Infra. Before designing anything, we researched the name and found many real estate businesses already using Maitri, Maitree and Maithri. With that many lookalikes, a new business struggles to stand out on Google, on Instagram and in buyers’ minds. We showed them what we found, and they agreed to look for a new name.

We built the new name around “AG”, with no generic real estate word. A keystone is the stone at the top of an arch that holds the whole arch together, which is the job a good advisor does in a home purchase.

As with every branding project, we set the brand identity first: the colours, the fonts and the way the brand speaks. Then we designed several logo options. They chose “ag” in gold and “keystone” in navy, both in bold lowercase Montserrat, so the colour change alone makes it read as two words.

The icon puts “ag” under an arch topped with a keystone. The tagline, Real Estate Advisory, says what they do in three words.

As part of our website development work, we built the site like a property search, not a brochure. Buyers filter by area, BHK and budget, shortlist and compare projects, and share them with family. Every one of the 24 project listings shows its MahaRERA number, and a listing system lets us add new projects in minutes.

Five locality pages cover Kharadi, Upper Kharadi, Wagholi, Keshav Nagar and Mundhwa, and buyer guides answer the questions people search for, from stamp duty to checking a project on MahaRERA.

We planned the first month on Instagram: 12 posts for November 2026, each designed in two options, a dark navy one and a light cream one, with the caption ready to post. The line that runs through all of it is “Advice first. Sales second.”

Alongside new project launches, the posts answer real buyer questions: why brokerage is 0%, how buying with an advisor works, and how to check your broker’s MahaRERA registration.

For the first few months, we’re building AG Keystone’s presence organically through the website, regular posts and buyer guides. Paid ads start at around the 120-day mark, so they have a real presence to build on.

AG Keystone shows why we start with research, not a logo. By fixing the name first, every piece after it, from the brand to the website and the posts, has room to grow. We’re building it with them, one month at a time.