Brookfield Residential
Creative Director · Brand Integration · Audience Strategy · Omnichannel · Experience Design
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.
One brand.
A lot of audiences.
Most people, when touring a new home, can’t help but feel a sense of hopeful anticipation. “Maybe this home will be the one.” It’s a little bit like dating. You’re going to see a few, some with a few flaws. But meeting Brookfield Residential? Well, that should feel a little like falling in love.
That idea became the launch point for nearly everything we created for Brookfield.
Build a system people can use.
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.
Color, type, iconography, photography, messaging and reusable tools gave teams a common foundation without making every community look the same.
One brand.
Different communities.
Each community had its own audience, lifestyle and personality. We built distinct campaign expressions while keeping them connected to Brookfield.
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.
If these walls could talk
More than 30 signs turned features, options and floor plans into small moments of personality, helping buyers understand the homes and imagine how they might live there.
The story continued after the tour with useful, memorable pieces buyers could take home.
Yes, we even explored a Brookfield scent.
Because a brand experience doesn't have to stop at what you can see.
Business impact
$200K → $750K Account growth
2 Months Contract to full-time hire
9 Months Brand building activation
Central Texas → Southern Cal
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.