JBG Smith
JBG SMITH owns, operates, invests in, and develops a dynamic portfolio of high-growth mixed-use properties in and around Washington, DC. When they acquired four new properties, I led a cross-functional team of developers and designers through the end-to-end creation of digital launch campaigns.
My focus was on crafting responsive, visually compelling email assets that not only adhered to JBG SMITH’s brand standards but also reflected the unique personality and market positioning of each property. Through close collaboration with stakeholders, I gained deep insight into each target audience, allowing us to tailor content, visuals, and calls to action for maximum engagement. I took a hands-on role in creating and directing the creative process, ensuring consistency, clarity, and functionality across all assets.
ROLE
Brand Strategy
Art Direction
Visual Identity
Email Design
Campaign Strategy
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.
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. My strategic intent was to lead a seamless creative rollout by aligning cross-functional teams, developing flexible yet on-brand email templates, and ensuring each campaign was visually engaging, responsive, and goal-driven. The objective was not just to announce new properties, but to position each one as a high-value opportunity within JBG SMITH’s portfolio and drive early momentum at launch.
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.
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.