MY WORK

This is one of my favorite projects from my time at JLL. I was assigned to work alongside another property marketer but took the lead on the creative from the start. With only renderings to work from on a brand-new building, I built a Pinterest board to develop a visual direction, wrote a detailed creative brief describing the building and the vibe we were going for, and specifically requested that the unique shape of the building be incorporated into the logo. Once the design team came back with options, I presented the branding to the brokers and guided them through the selection. From there I briefed the brochure, pulling inspiration from new builds in Miami's Brickell neighborhood, broke down each page, and organized all assets for the designer. I simultaneously managed the neighborhood map as a separate workstream with JLL's offshore team, which required much more specific direction, including annotated Google Maps screenshots, a reference brochure I liked, and a detailed list of every neighborhood point we wanted to highlight. Maps were notoriously the hardest part of any brochure at JLL, and this one came out exactly as I envisioned. It was one of those projects where I had a clear vision from the beginning and got to see it all the way through.

This one came to me as a refresh rather than a build from scratch, which is its own kind of challenge. The brand already existed and the logo was printed on permanent building signage, so I had to work within those constraints while still finding ways to make the brochure feel current. I specifically requested a designer I'd worked with before, someone whose creativity and genuine enthusiasm for his work comes through in everything he produces. I wrote what my manager and colleagues always told me were unusually thorough creative briefs, and this one was no exception: exactly which elements to remove, how to rethink the layout, what to combine, what to cut entirely, and the overall direction I wanted him to take it. I gave him room to be creative within that framework because I trusted what he was capable of, and he delivered. Ownership loved it, and my manager submitted both this brochure and the email campaign I built alongside it to an internal JLL program that highlights excellent work for property marketers to use as creative brief references. Both were selected.

Soundview was another project where I started with almost nothing, just a few photos and no existing brand assets. I worked directly with the two Stamford-based brokers, who trusted me enough with the creative direction that they didn't ask to review the branding before we moved into the brochure, which I loved. I built a Pinterest board, developed a clear vision, and briefed the brand and brochure together in one go. I wanted a clean, light, seaside aesthetic that still felt polished and professional, and given that the building has breathtaking water views, I had a lot of fun weaving that into every design decision. The map was again a separate workstream with JLL's offshore team, requiring the same level of detailed direction, but this one came out better than almost any map I worked on at JLL. It's visually cohesive, matches the branding of the brochure seamlessly, and I think it really elevates the whole piece. I'm really proud of how this one came together overall, it feels like exactly what I set out to create from the beginning.

This project started from almost nothing: a call with the owner and broker, where they handed me what little information they had on an office building in Fort Point being converted into lab space. Cambridge has always been the epicenter of Boston biotech, but the Seaport has emerged as a real contender in recent years, and ownership wanted to position this building to capture that momentum. The building didn't even have a name yet. "51 Melcher" wasn't going to cut it, so I brainstormed options, did the research to confirm nothing similar already existed in the market, and presented Fort Point Labs to ownership, which they loved. From there I built the brand from scratch, again starting with a Pinterest board. Biotech branding tends to lean on bright blues and oranges, but this team wanted to honor the building's history in the historic Fort Point district instead, so we moved toward a deep green that nodded to the brick and stone exterior. I partnered with a designer I'd worked well with before and gave him a clear, detailed creative brief to bring that vision to life, all before we even had final building photography to work with. I also used Google Maps to find the angle that became the stacking plan, working with the designer and JLL's offshore team together to pull it off, while that same offshore team separately handled the floor plans. It was a project built almost entirely from instinct and direction rather than existing assets, and ownership was thrilled with the final result.