Description

AJ Capital Partners was about to launch a new multi-family apartment brand, called Memoir Residential. The name aptly frames the essence of apartment living for many people as just one of many chapters in a person’s life.

I was brought in to help develop the Brand Voice, Tone and Manner, and refine the Brand’s Positioning and Tag.

Given the concept behind the Brand name, a good deal of the Memoir narrative had already been developed (albeit a bit heavy-handed on the literary terms and references).

So from my standpoint, it was about being judicious with specific word choices (so that they didn’t become too predictable or trite) and ensuring we landed on a voice that would clearly differentiate the Brand and appeal to the audience. Specifically, young professionals and artisans who could afford city living but wanted neither sterile luxury nor too much authentic, city grittiness.

The following Adlobs (Ad-like-objects) were created to help AJ Capital Partners leadership get a feel for the proposed Voice.

Please note, these were created using existing working assets and were not fully designed, but rather composed by me (a Brand Strategist/Copywriter/CD) using Keynote.

Role

Brand Strategy/CW/CD

For

Memoir Residential

Date

August 2023