High-Volume Brand Production Across Multiple Sub-Brands, Built From Concept Direction
About the work
Brand and Production Designer For AFMKTG, Client: Blue Heron Homes
I came on as a production design contractor working primarily with Blue Heron Homes, a high-volume real estate brand with three to four sub-brands under it, each needing its own OOH and digital marketing assets under tight, sub-brand-specific guidelines. I led the ground-up build of one of those sub-brands, OASI, from creative direction through launch.
Concept-Driven Brand Build (OASI)
Given the existing sub-brands and a creative brief — "old Las Vegas" and "oasis in the desert" — I researched direction, developed options, and built out the full brand from client feedback through to launch.
High-Volume Multi-Sub-Brand Production
Produced OOH, digital advertising, flyers, posters, and billboards across three to four sub-brands simultaneously, each with its own tight brand guidelines requiring detail-level adjustment.
Interactive Map Illustration
Independently designed large-scale interactive UI map illustrations for the development, solo from concept through final art.
About the work
When I came to Modern Smart Lockers as an agency contractor, I was faced with three brands trying to be one. Each the same product, same fonts and colors… but entirely different visual languages. I was put there to build webpages from templated blocks and continue this evolution of the brand. Punchy, loud, Not Your Boring Gym Lockers. But the reality was, so much of the brand had gone on with no organization that taking a step back and realigning to what they were actually trying to say was the first big step needed.
From there, I was able to determine three phases that aligned to different customer profiles, allowing us to tap into different brand messages depending on who we were talking to.
When it came to an international acquisition, we needed to quickly align photos and content across 500+ assets. The systems I put into place during my audit and systems build allowed us to do everything in one go – adjusting, not re-doing.
Wordmark Exploration
Direction 1: Old Las Vegas
Direction 2: Oasis in the Desert
Illustration
Building brand systems and making established ones shine since 2019.
ATLANTA | NEW YORK | PARIS
2026 | Designed by Mary Bergeson | All Copyrights to the respective holders.
Icon is Louise Bourgeois “Arch of Hysteria” credit Sotheby’s Contemporary Evening 2019