JBG Smith
Strategic brand diplomacy at scale. Launching a unified brand made of many voices.
Problem Framing & Strategic Intent:
The challenge was to create distinct, audience-relevant messaging for every property while maintaining a consistent, premium brand presence across all communications. We treated each property (West Half, 13U, VY/Reston Heights, 901 W) as its own mini-brand, building distinct visual identities, tone, and messaging for each. All while threading them together under one premium brand umbrella and deploying across responsive email templates that hit hard across audiences.
Challenge: Quickly launch distinct digital campaigns for four newly acquired properties while maintaining brand consistency and tailoring the creative to each property's unique identity.
Strategic Aim: Deliver responsive, visually cohesive email campaigns that aligned with JBG SMITH’s brand while driving engagement and interest for each individual property launch.
The result was a suite of campaigns that spotlighted key features and amenities while reinforcing JBG SMITH’s reputation for delivering premium, thoughtfully branded real estate experiences. Ultimately driving interest and supporting a successful launch.
West Half
13U
VY/Restion Heights
901 W
Breakdown
To successfully launch four entirely distinct campaigns, we began by treating each property as its own brand, developing customized visual narratives and messaging tailored to its unique audience, location, and value proposition. I collaborated with stakeholders to understand the positioning and goals for each property, then led the design team in creating separate creative directions that aligned with those insights, ranging from color palettes and typography to imagery and tone of voice. Each campaign was built using modular, responsive email templates that allowed for rapid deployment while maintaining design integrity. Despite the differences, we maintained a consistent JBG SMITH brand thread throughout, ensuring cohesion across the portfolio while letting each property stand confidently on its own.