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
This project began with a competitive analysis and strategy set designed to uncover where the property could stand apart within Boston’s crowded luxury market.
The name itself gives that first punch of personality. Metlo feels bold yet personal, while also nodding to “lower metropolitan,” a subtle reference to its location just outside downtown Boston. That mix of sophistication, accessibility, and personality carried through the brand voice, helping position The Metlo as a polished urban retreat with a little more character than expected.
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
Montessa Heights began as a strategy-led project, with neighborhood insights, target renter profiles and the competitive landscape helping shape the direction from the start. The client wanted the brand to reflect the scale of the community itself: expansive grounds,
Spanish-influenced architecture and a setting that felt unlike anything else in the area.
That sense of place ultimately led to Montessa, a name inspired by “mountain” and the community’s position along the hillside, overlooking the valley and town below. From there, the brand was built around elevation, presence and architectural character, positioning Montessa Heights as a new standard for the market while still feeling rooted in its surroundings.
04 / The Cobalt — Edmonton, AB, CAN
Set within an emerging pocket of an established Edmonton neighborhood, The Cobalt was shaped by the energy just outside its doors: young, walkable, creative and full of character. With the surrounding neighborhood serving the community’s strongest draws, the brand was built to feel equally vibrant.
Drawing from cobalt’s scientific associations and the everyday "buzz of the block," a copy system rooted in chemistry, energy, and connection emerged. Playful, punchy headlines gave the brand a bold, memorable voice that felt perfectly at home in the neighborhood around it.
05 / Melina — Sarasota, FL
Melina began as a strategy-led project, using neighborhood research, competitive analysis, and renter insights to identify how the property could carve out a distinct space within an already saturated Sarasota market. Beyond defining the opportunity, the strategy also helped translate what local renters valued into more meaningful ways to market the property’s features, amenities, and lifestyle.
The client ultimately selected Melina from the first round of naming concepts. Derived from the Greek word meli, meaning “honey,” the name captures the warmth of coastal living while connecting naturally to the property’s Mediterranean-inspired interiors. That idea carried into the brand’s sun-drenched palette, natural tones, and sweeter sense of everyday life. Adding Sarasota as the location modifier rooted the brand in one of the property’s greatest assets: its highly desirable location.
06 / The Post — Colorado
The Post was looking to turn up the volume on social and merch to connect with a younger,
Gen Z-leaning crowd. The focus was on bringing more movement into the feed through video and Reels, while using content to show there was a lot more happening than just what people already knew them for.
That meant spotlighting events, pulling back the curtain on the speakeasy downstairs, and giving cocktails and lesser-known menu favorites their moment without losing sight of the classics that built the brand in the first place: fried chicken, cold beer, and the very brag-worthy fact that the chicken is gluten free. The result? A more energetic, personality-packed social presence that felt unmistakably The Post and increased engagement pushing the page past 12k followers.
