Avenue Living Residential
Multi-family residential property operator providing rental homes to residents across communities throughout Western Canada.
I lead an 11-person multidisciplinary creative team supporting Avenue Living Residential, directing creative across brand, campaigns, web and content to connect with current and prospective residents.
For Avenue Living Residential, I led the rebrand and development of its visual identity and brand system. I partner with marketing and senior leadership to translate business priorities into brand and creative direction, helping shape how the brand connects with current and prospective residents across markets.
I direct creative across brand, integrated campaigns, commercials, digital and social media, and marketing collateral, from concept through execution.
The work below is a selection of how that came to life.
It’s a Match
Integrated Brand Campaign
Led the creative direction for a campaign using the familiar language of dating apps to connect prospective residents with a home that fits their life. The concept extended across video, digital advertising and out-of-home, creating a simple, recognizable platform that could speak to different resident audiences.
The Quiet Campaign
Brand Campaign / Short-Form Video Series
Led the creative direction and developed the narrative concepts for a three-part campaign informed by resident research, focused on what residents value most: quiet, safety and companionship (pet-friendly living). I wrote the storyboards and directed the creative team in bringing each film to life through simple, cinematic moments at home that made those benefits feel personal, relatable and real.
QUIET: Peace of mind has an address.
COMPANIONSHIP: You don’t Just live here. You share a life here.
QUIET: Quiet Is Not a Luxury. It’s a Lifestyle.
Service Framework
Internal Communications / Training Video on Service Standards
Led the creative direction for the launch of Avenue Living Residential’s Service Framework, built around three standards: Safe, Clean and Functional, with the goal of achieving “Best on Block.” The video combines live action and motion graphics to turn an operational framework into something accessible and engaging for property teams.
Avenue Living Residential Website
Website Design / Brand Experience / UX & UI
Led the creative direction for the redesign of Avenue Living Residential’s website, working with the UX/UI designer on my team to create a more intuitive, resident-focused digital experience. Our team owned the UX/UI, visual design and translation of the brand across the site, with RentSync responsible for development and implementation within its platform.
Centre of Excellence
Environmental Branding / Workplace & Training Experience
Led the creative direction for Avenue Living Residential’s Centre of Excellence, bringing the brand into the physical environment through custom illustrations, murals, signage and branded interior elements. Designed as both a sales centre and training hub for property teams, the space became a model for branded offices in other markets, extending the experience from the walls and graphics through to the furniture and overall environment.
Rosie
Integrated Brand Character / Digital Experience
Led the creative direction and development of Rosie, a brand character created to give Avenue Living Residential a recognizable and consistent face across customer touchpoints. Designed as an integrated concept, Rosie could move across video, campaigns and resident communications, and ultimately became the face of Avenue Living’s chatbot.