AR Homes
Since 2020, I've been instrumental in revitalizing the brand identity of the nation's largest luxury homebuilding franchise. My efforts encompass crafting comprehensive branding guidelines, producing print materials, creating digital ads, generating social media content, designing signage, and developing marketing strategies. I've led the brand's most pivotal campaigns and launched new initiatives, successfully driving numerous targeted efforts to generate high-quality leads. These campaigns have effectively showcased the brand's distinctive custom building options and floor plan personalization, with deliverables across websites, emails, print media, and social platforms. Under my guidance, AR Living magazine since its 2020 edition has shifted towards an editorial/lifestyle focus, featuring original articles and captivating visuals of new AR Homes models. This shift has transformed the magazine into a multi-award-winning publication that enhances the brand's luxury essence and fosters a deep connection with its audience. Additionally, I developed a new VR initiative in collaboration with their team, utilizing immersive floor plans to further engage potential clients. This innovative approach significantly contributed to generating a high number of leads, marking it as a successful venture.
AR Living
Lifestyle Magazine
Design, layout, strategy, copywriting
AR Homes
Branding & Marketing
Design, strategy, copywriting, website, print, digital, social
Awards:
Platinum Award, Issued by Hermes Creative Awards, April 2023
Gold Aurora Award, Issued by SEBC, July 2021
Silver ADDY Award, Issued by AAF DC, March 2021
Washington Fine Properties
Since 2019, I've played a pivotal role in the transformation of the leading real estate firm in the nation's capital region, spearheading their comprehensive rebranding initiative in 2020. This involved a thorough revamp of the brand's guidelines, agent marketing materials, digital assets, and print templates. My leadership in numerous successful cross-platform campaigns has been instrumental in establishing the firm as the top in the region, boasting the highest regional sales volume per agent. Notably, this includes orchestrating the firm's 25-year anniversary campaign, which featured a blend of webpage designs, print ads, digital marketing, brochures, signage, and logos. Beyond campaign management, I've been integral to daily marketing strategies and played a key role in the successful launch of the firm's completely overhauled website in 2024. My contributions significantly impacted the site's copy, design, and strategic direction.
Washington Fine Properties
Campaign
Logo, design, strategy, copywriting, website, print, digital, social, signage, campaign management
Washington Fine Properties
Branding
Design, strategy, copywriting, website, print, digital, social, campaign management
WFP Website ︎︎︎
Schoolgirl Style
In 2022, I spearheaded the comprehensive rebranding of Schoolgirl Style, acclaimed as the leading innovator and most influential name in classroom resources. This brand has garnered a dedicated following of over 400,000 on social media and amassed tens of millions of views, thanks to its engaging and innovative content. My role in the rebranding process involved a complete transformation of the brand's identity, including the creation of a new logo, the development of fresh brand guidelines, and the redesign of visual elements for products and packaging. I took the lead on designing, copywriting, and strategizing for the brand’s entirely revamped website, which was successfully launched in 2023, overseeing its development from concept to completion.
Schoolgirl Style
Branding
Logo, design, guidelines, strategy, copywriting
Schoolgirl Style
Website
Design, layout, strategy, copywriting, development
SGS Website ︎︎︎
Muse
In 2019, I crafted the brand identity and marketing strategy for Muse, an upscale waterfront condominium community in Old Town, Alexandria. My work spanned the creation of an impactful logo, comprehensive brand guidelines, a suite of digital and print marketing materials, a targeted social media strategy, engaging signage, impactful advertising campaigns, and a distinctive website. By strategically integrating the arts into the condominium's core offering, I developed a unique brand identity that not only set Muse apart but also contributed to its recognition as 'Best Boutique Property' in 2o22, and its exceptional sales performance.
Muse
Branding
Logo, design, guidelines, strategy, copywriting, photography
Muse
Marketing
Design, strategy, copywriting, print, digital, social, signage
Muse Website ︎︎︎
Westmont
I led the branding efforts for Westmont Apartments, managing the creation of the logo, brand guidelines, and both print and digital templates, website design, copywriting, and signage. From early 2022, I've been the driving force behind Westmont's vibrant blog feed, delivering two engaging posts each month. Additionally, I designed extensive graphics for the parking garage, covering car entryways, pedestrian pathways, and elevator lobbies, all enhanced with modern graphic elements that mirror the brand’s sophistication. Furthermore, I took the lead in storyboarding their recent brand video, a multi-platform piece aimed at introducing new audiences to the brand. This process involved close collaboration with animators to ensure the video accurately reflected Westmont’s identity and values. These comprehensive branding and design initiatives have significantly contributed to Westmont Apartments' exceptional market response, high leasing figures, and overall stellar performance.
Westmont
Branding
Logo, design, guidelines, strategy, copywriting
Westmont
Marketing
Design, strategy, copywriting, print, digital, social, signage
Dylan
I crafted the brand identity for Dylan, acclaimed as 2022's best-selling condominium community in Alexandria's vibrant Potomac Yard neighborhood. My comprehensive role included creating a distinctive logo, developing brand guidelines, formulating a cohesive marketing strategy, and setting a clear direction for social media engagement. Beyond these foundational elements, I designed and developed the website from the ground up and directed a photoshoot for original photography and video content, specifically tailored for website and social media use. This holistic approach ensured a seamless, engaging online presence that perfectly encapsulated Dylan’s upscale appeal and dynamic community lifestyle.
Dylan
Logo, design, guidelines, strategy, copywriting
Dylan
Digital
Design, strategy, copywriting, website, print, digital, social, signage
Dylan Website ︎︎︎
Goldfinch
I played a pivotal role in the successful launch of Goldfinch Boutique in Old Town, Alexandria, collaborating with a dedicated team to craft the store concept, sales and marketing strategy, product direction and photography, and website design. Since its inception in 2019, I've been deeply involved in shaping the sales and marketing strategy, with a particular emphasis on social media and digital marketing efforts, including the curation of products for newsletters, copywriting, design, and execution. Additionally, I was instrumental in steering the boutique's pivot to digital sales amid COVID, aiding in navigating the challenging sales landscape faced by small businesses. My efforts included implementing targeted Google ad campaigns that effectively connected with new audiences, ensuring the boutique's resilience and continued success during uncertain times.
Goldfinch
Website
Design, strategy, copywriting, management
Goldfinch
Marketing
Design, strategy, copywriting, print, digital, social, signage
Truants
My decade-plus engagement with the non-profit music platform, Truants, stands as a highlight of my career. My contributions have played a pivotal role in elevating Truants to its cult status within the underground electronic music scene. My involvement has been comprehensive, covering mix curation, editorial content, social media strategy, website management, and orginal artwork creation.
Truants
Platform
Design, strategy, copywriting, website, print, digital, social, curation, management
Freelance
In the course of my freelance journey, I've delved deeply into the fashion and music industries—two of my greatest passions. This path has led me to collaborate on a variety of unique branding projects for an eclectic mix of creators. Among them, I've worked with the women-owned fashion line Nina Nieves, musical talents such as Bearcat and Precolumbian, and the artist-driven record label, Lizard Label. These collaborations have spanned developing brand identities, designing visual concepts for club nights including marketing flyers and animations, and creating bespoke social and digital assets to enhance brand visibility and engagement.
Nina Nieves
Social
Design, layout, strategy
Lizard Label
Branding
Logo, design, digital