I helped define the purpose, positioning, and voice of ThriveCard so it aligned seamlessly with Thrive Companies’ warm, neighborhood-oriented, experience-led brand ethos. I contributed to the initial identity and visual direction for the digital pass, shaping how the card appeared on a user’s phone, how offers were communicated, and how the experience reflected the brand’s elevated lifestyle sensibility.

I also led all brand partnerships for ThriveCard, building relationships with local businesses and securing the offers, perks, and experiences that formed the heart of the program. This included identifying the right partners, negotiating value-driven collaborations, shaping how their offers integrated into the card, and ensuring every partnership felt aligned with the brand’s tone and community goals.

Additionally, I provided strategic input on how ThriveCard should integrate across multiple communities and property types. Whether someone lived in a new development, an established neighborhood, or a legacy property, the card needed to feel consistent, intuitive, and unmistakably part of the Thrive ecosystem. My oversight ensured coherence across all touchpoints and verticals.

ThriveCard curated a collection of offers from local partners such as bars, restaurants, retail shops, wellness studios, and service providers with each offering exclusive perks, happy-hour pricing, or special access. The experience was intentionally designed to feel like a built-in benefit of belonging: a way to give residents immediate, tangible value the moment they moved in or signed up.

Beyond the perks themselves, ThriveCard became a powerful source of consumer insights. By tracking which types of offers residents used most, when they redeemed them, and what categories they gravitated toward, we gained a clearer understanding of resident lifestyles, preferences, and behavior patterns. These insights informed retention strategies, amenity planning, future partnerships, and broader brand decisions, helping us serve residents more intentionally and build communities that aligned with how people actually lived.

ThriveCard went beyond the idea of a typical loyalty or discount program. It served as a tool for place-making, reinforcing Thrive’s commitment to building communities, not just properties. By connecting residents to nearby businesses and experiences, it grounded them in the fabric of their neighborhood and encouraged ongoing engagement.

At the same time, the program provided meaningful value to local partners, especially during COVID when foot traffic and visibility were significantly reduced. ThriveCard created a mutually beneficial ecosystem: residents supported local businesses, and those businesses helped cultivate a richer, more connected community experience.

In a crowded market, ThriveCard created a clear lifestyle differentiator. It shifted the value proposition from “this is where you live” to “this is where you belong.”

Resident Value & Retention
Ongoing perks increased perceived resident value, encouraging longer leases, positive sentiment, and deeper brand affinity.

Cross-Brand Synergy
Because it linked multiple businesses and verticals under the Thrive Companies umbrella, ThriveCard became a strategic connector — enabling cross-promotion and strengthening the entire brand ecosystem.

Community Engagement
By directing residents to local small businesses, studios, restaurants, and shops, ThriveCard embedded the brand directly into the daily life of its neighborhoods, transforming a real estate developer into a genuine community partner.