Brand Builder – Maxine Delacortte-Simmons

This one goes out to you, Maxine Delacortte-Simmons. A brand built for a Palm Springs queen.

I relate so much to your too-much yet not-enoughness in nearly every room you enter. Just a little off the mark, no matter how hard you try to fit in. Too big a bow, too high a bouffant. Too short a dress, too little old money.

Don’t let the debutantes get you down, Maxine.

You are observant, expressive, and deeply thoughtful. In this case study, we’ll build you a personal brand that honors your character rather than trying to smooth you out.

The Challenge:

Palm Beach has a look, tone, and an unspoken rulebook. Most personal brands in this environment rely on predictable elegance, social alignment, and little self-expression. The real challenge is: how do we build a brand for someone who doesn’t want to perform but does want to belong?

The Approach:

We’ll pair joy with some of Maxine’s other favorites: observation, warmth, and expression, allowing her to comfortably take up space without apologizing.

We’ll embrace contrast and confidence for the design direction, including a monogram based on Maxine, not a last name she inherited through a sideways marriage. We’ll center color in the most self-assured way with saturated florals and expressive prints, including soft pinks and sun-faded peaches, chartreuse tones for depth, and of course, Tennessee orange as a nod to Maxine’s roots.

She’ll need stationery for all that correspondence — whether from writing from Sunny Tides or Baden Baden — is a necessity for every socialite, and Maxine’s is no exception.

The Ideal Outcome:

This brand allows Maxine to show up fully as herself and become recognizable to those who, too, have learned that fitting in is overrated.