Brookfield Residential
Creative Director · Brand Integration · Audience Strategy · Omnichannel · Experience Design
One brand. A lot of audiences.
Brookfield Residential was expanding in Central Texas after acquiring an established Austin homebuilder. I helped translate the larger brand for employees, sales teams, partners, communities and homebuyers while keeping what worked locally intact.
Start inside the brand.
Employees were one of our first audiences. We created practical tools, messaging and brand guidance that helped the new team understand what Brookfield stood for and how to communicate it consistently — from internal conversations to customers, partners and sales.
Build a system people can use.
Color, type, iconography, photography, messaging and reusable tools gave teams a common foundation without making every community look the same.
Beyond the campaign.
Some of the best ideas lived outside traditional advertising — sales tools, model-home experiences, playful floor-plan storytelling and other details that made the brand feel more human.
Yes, we even explored a Brookfield scent.
Because a brand experience doesn't have to stop at what you can see.
Business impact
One brand. Different communities.
Each community had its own audience, lifestyle and personality. We built distinct campaign expressions while keeping them connected to Brookfield.
$200K → $750K Account growth
2 Months Contract to full-time hire
9 months Brand building activation
Central Texas → Southern California Brand ecosystem presented for broader use
The work went well beyond individual campaigns. We created a shared brand ecosystem that Brookfield’s internal Central Texas team could use across communications, communities and customer touchpoints. The complete system was also presented to the Southern California team as a model for broader application.