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.
Wordmark Exploration
Direction 1: Old Las Vegas
Direction 2: Oasis in the Desert
FINAL WORDMARK AND COLORWAY
Problems & How I solved them
Three to four sub-brands, each with distinct, tightly-defined guidelines, all in active production at once over a three-month window. Solution: Built a brand-by-brand production rhythm precise enough to hold each sub-brand’s individual guidelines while producing at high volume.
Problem: OASI needed a full identity built from a short creative brief, with no existing brand assets to start from. Solution: Ran direction research against the brief’s two reference concepts, developed multiple options, and refined through client feedback to a final launched brand – including Out-of-home, print launch collateral, digital marketing, and UI assets.
With extremely tight branding guidelines and thousands for small assets. The illustrations required not only building the map by hand from the physical development guides, but creating intentional layers and shape groups to allow UI interaction with each plot. Note how when you click on a lot, you are able to view the layout further. Interactive illustration, handmade UI creations.
Also used for sales collateral, still edited over time for each luxury client’s search.
I Led The Ground-Up Build Of The OASI Brand From Creative Brief To Launch, While Producing High-Volume OOH And Digital Assets Across Three To Four Sub-Brands Under Tight, Brand-Specific Guidelines.
