CONTENT STRATEGY + BRAND STORYTELLING
SELECTED WORK / 01—06
Six ways a story
can move.
A closer look at the strategy, naming, storytelling, and visual systems built for brands and communities.
01 / The Metlo — Boston, MA
Built a launch story and visual world that made a new community feel unmistakably grounded in place.
02 / Annett — Atlanta, GA
Previously The Five by Arium, the community needed a new identity following a management transition. To reduce replacement costs, the client wanted to retain an “A” name, and Annett was a first-round favorite for its Southern warmth and distinctive double letters.
Inspired by Annett’s key, a railway interlocking system built around connection, the brand took shape around ideas of community and forward movement. The stylized “A” became an arrow, creating a visual motif that carried into the copy and reinforced themes of togetherness, progress, and a welcoming sense of place.
03 / Montessa Heights — Murrieta, CA
Shaped a nationwide narrative that turned a flexible brand system into a recognizable point of view.
04 / The Cobalt — Edmonton, AB, CAN
Built a community signal with language and visuals designed to feel lived-in from the very first encounter.
05 / Melina — Sarasota, FL
Created launch language and editorial tools that turned a multi-market offer into a warmer, more human promise.
06 / Residences at Courthouse Square — Flemington, NJ
Developed a culture-forward identity and content foundation for a residence built around character, connection, and place.