I led the complete rebrand of Thrive Realty into Homes by Thrive, shifting the company from a traditional brokerage identity to a modern, hospitality-driven home brand. This work included defining the brand’s new purpose, personality, tone, and design language. With assistance from BrandLord, we built the entire identity system: logo, color palette, typography, photography direction, voice, and visual guidelines that positioned Homes by Thrive as a fresh, human-centered brand in an overcrowded real estate landscape.

To articulate what made our homes unique across different neighborhoods, I developed the flexible campaign line:
“Homes for ____.” Each community filled the blank with a truth about the people who lived there, creating a hyper-local brand expression that felt personal, not generic.

Examples included:

• Homes for urban explorers (Short North)

• Homes for Daydreamers (Quarry Trails)

This platform became a connective tissue across marketing, sales materials, digital campaigns, and the website that allowed each neighborhood to feel distinct while staying rooted in a unified brand story.

With my digital team, I led the strategy and design direction of the new Homes by Thrive website. The experience shifted from transactional (search, browse, inquire) to aspirational, centered around neighborhood stories, resident experience, and lifestyle alignment.

The site integrated:

• refreshed brand photography

• community profiles that showcased the “Homes for…” platform

• improved navigation and listing UX

• clear value messaging about what makes Thrive communities different

The result was a digital presence that felt curated, elevated, and emotional.

We rebuilt the entire social ecosystem from scratch, including the visual grid structure, tone of voice, content pillars, and monthly storytelling arcs. Content ranged from neighborhood-specific campaigns to resident features, behind-the-scenes development stories, and evergreen lifestyle narratives.

The goal: create a consistent social identity that made the brand feel warm, local, and deeply tied to the communities it shaped.

We concepted and produced brand launch campaigns that brought the rebrand to life through:

• paid + organic digital ads

• signage + on-site storytelling

• billboards

• model home + leasing center brand touchpoints