Brand Development

STRATEGY + DIRECTION I’ve helped develop and bring new brands to life across Trademark’s portfolio, including Westbend Residences (321 units · 3.5 acres) and Shivers Farm (40-acre mixed-use development), along with brand exploration for other properties. My involvement starts early; helping shape the strategy, positioning, creative direction, and overall vision for how each brand should look, feel, and show up in the market. DESIGN + IDENTITY As both designer and manager, I take that thinking into the visual identity itself. I explore creative directions, design identity systems, establish typography, color and visual language, and build brand guidelines that create a foundation for everything that comes next. COLLABORATION + MANAGEMENT Brand development involves a lot of voices. I work directly with our CEO, multifamily partners, development teams, and other stakeholders to present ideas, gather and interpret feedback, and determine how the work should evolve. I manage timelines, organize feedback and approvals, and keep the process moving while also making creative decisions and designing the work. BRAND ROLLOUT My involvement doesn’t stop once the guidelines are finished. I help carry each identity into the real world by designing and managing assets across presentations, posters, building and leasing signage, digital graphics, landing pages, and other marketing materials. I also manage how those assets are organized and distributed, helping maintain consistency as the brand expands across new applications, partners, and touchpoints.