Brand Development for VisualHouse

“We envision design and evoke desire.”

As a senior copywriter, I helped VisualHouse’s internal creative agency establish iconic real estate brands worldwide, working with property developers and designers to position projects through storytelling, imagery, and experience-making.

730 Third Avenue, NYC

GOAL: To promote a renovation by Gensler Architects that created an atypical commercial opportunity in the Grand Central neighborhood.

PROJECT: I established messaging goals, personality attributes, and a brand character statement:

“A symbol of reinvention and constant innovation that never rests…paired with a bespoke hospitality approach. Light and air breathe new life inside, with spaces that open up to new ways of thinking outside.”

345 8th Street, San Francisco

GOAL: To communicate the “curated livability” of a property featuring wellness amenities and custom murals.

PROJECT: I led a naming exercise and developed messaging inspired by the industrial and cultural crossroads of the city’s historic South of Market, to create a verbal identity that expressed The Quinn’s “collection of moods, moments, and spaces designed as a retreat and refuge.”

Brand Positioning for The Quinn: “Styled for Intention”

A conscious urban nook with a sense of openness and ease, 345 8th Street surrounds with convenience and comfort. Green courtyards invite sustainable community, creating space for restful privacy.

Invest in a home base that contributes to a historic neighborhood’s character, with style and breadth that expands possibilities and livability.