UI & DIGITAL DESIGN
I joined Liberty’s National Marketing team in 2018 tasked with completing two objectives for the commercial real estate company: (1) refresh the brand’s design aesthetic, and (2) create and implement a national digital marketing strategy. With these goals in mind, I undertook more than 120 projects within my first year at Liberty.
My first goal was to give the brand an “aesthetic facelift”—to refresh the elements of the company’s visual design that had started to become stale and overused, while keeping in harmony with the key components of the brand guide. New designs had to complement existing brand materials and had to be dynamic enough to work across all mediums, from print to web to signage and large-format graphics.
DIGITAL MARKETING PROGRAM
With commercial real estate notoriously lagging behind the times in all things digital, our team sought to make Liberty a trailblazer in the industry by redesigning the corporate website and implementing new digital marketing tools.
For my second objective—digitizing the user experience—I worked with our National Marketing and IT teams, as well as members of our local market offices across the U.S. and U.K., to implement a new cross-platform marketing strategy that included personalized branding, websites, print marketing collateral, displays and signage, and digital marketing and interactive tools for our largest active developments and parks.