Bringing a marketing vision to life through immersive storytelling
My role: Project Lead
My contributions & impact:
Led multi-disciplinary design team across 5-month project
Led holistic creative and process direction across research, content, and design
Led and conducted multi-method research (moderated interviews, surveys, live intercept prototyping, wireframe prototyping)
The Challenge
How might we deeply understand and design a comprehensive marketing approach that authentically expresses the advantages and benefits of our unique real estate offerings, services, and experiences?
The Outcome
The culmination of this work – which included a Marketing Vision Statement, Marketing Design Principles, Key Value Propositions for the real estate company’s five business divisions (Apartment, Office, Retail, Homes, and Resorts), Customer Need States, and Signature Expressions (tangible concepts that deliver on each customer need state) – was represented through an immersive audio walking tour and built environment that brought to life a deep understanding of community needs, designed into actionable ideas, all manifested into an experience.
Click here to check out the audio walking tour.
How might we deeply understand and design a comprehensive marketing approach that authentically expresses the advantages and benefits of our unique real estate offerings, services, and experiences?
The Outcome
The culmination of this work – which included a Marketing Vision Statement, Marketing Design Principles, Key Value Propositions for the real estate company’s five business divisions (Apartment, Office, Retail, Homes, and Resorts), Customer Need States, and Signature Expressions (tangible concepts that deliver on each customer need state) – was represented through an immersive audio walking tour and built environment that brought to life a deep understanding of community needs, designed into actionable ideas, all manifested into an experience.
Click here to check out the audio walking tour.
Research snapshot & excerpts from final deliverable