Overview
A full-service commercial real estate company with ~$1.7 billion in construction work—primarily in NYC—saw an opportunity in the residential space. Apartment and townhome renovations had a reputation for being chaotic, outdated, and far from enjoyable. The company set out to build a new kind of brand—one that could redefine the renovation experience with clarity, warmth, and technology-driven ease.
Approach
Leading the creative direction, I helped shape the brand from strategy to execution. Through deep discovery sessions with the client, I worked to understand the gaps in the market, clarify their vision, and define the emotional value this new brand needed to deliver.
From that foundation, the name Chapter was born—reflecting the idea that renovations are not just projects, but meaningful transitions in people's lives. The identity was designed to feel human, flexible, and narrative-driven, using layered shapes and a soft, modern palette to echo the idea of personal stories unfolding.
I guided the visual and verbal language across every touchpoint: from brand identity and digital experience to outdoor campaigns, merch, and messaging—all built to reflect a seamless, uplifting chapter in home renovation. The project moved from concept to full launch in just three months.
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Naming, Brand Strategy, Brand Identity, Copy, Web Design
Life is a series of transitions. Intersections. New beginnings.
And with every entry into a new space in life — a first, a next, a last — there’s an opportunity to transform your home to reflect where you are in your life’s journey.
And with every entry into a new space in life — a first, a next, a last — there’s an opportunity to transform your home to reflect where you are in your life’s journey.
