Work History / Lïef Development
Lïef Development company brandThe identity, a 13-week content program and two company sites
Jimmy set the company identity for Lïef Development, planned its LinkedIn content program, and did the search and AI readiness work on the two company sites.
Brand · 2025 to 2026
| Project type | Company brand, content program and websites |
|---|---|
| Industry | Real estate development and construction |
| Seat | Principal, Brand and Product Merchandising |
| Ran through | Common Ground, for Lïef Development |
| Worked with | Jesse Fowler, primary voice on LinkedIn and a contributor to the company site |
| Dates | May 2025 to September 2026 |
| Location | Phoenix, Arizona |
What it is
Lïef Development is the company behind the adaptive reuse of a 1971 office building in Midtown Phoenix into 22 residences. The company brand speaks to the industry: investors, developers, general contractors and trade press. It is one half of the two-brand system. The other half is the buyer-facing project brand.
The company site, anewlief.com, was generated in an AI site builder, with 242 automated commits in January and February 2026. Jesse Fowler made five commits to it and is the primary voice for the company on LinkedIn.
What Jimmy did
- Set the company identity: a deep green, a neon green accent held to 10 to 15 percent of any layout, Archivo Black for headlines and DM Sans for body text.
- Set the rule that the neon accent never fills a background.
- Locked a carousel template in March 2026, at 1080 by 1350 pixels, flat, with no slide counters.
- Planned a 13-week LinkedIn program for March 31 to June 27, 2026: one carousel and two image posts a week, 39 pieces, across five content pillars.
- Made 15 commits to anewlief.com between March 10 and July 17, 2026. They cover structured data, AI crawler rules, a plain-text fact sheet for AI engines, the spelling of Lïef, and rewrites of the FAQ and positioning copy.
- Made all 12 commits to liefbuilders.com between March 29 and September 23, 2026, from the initial commit through search setup, analytics and the footer credit.
- Committed a change to both company sites on July 17, 2026 that writes every route out as a static page with its own canonical address.
- Authored the company fact sheet in the media kit, dated May 23, 2025. The workbook names him as creator.
- Produced Lïef tiles for the email signatures of five principals on July 15 and 16, 2026.
Results
- Both sites are live. The older company domain redirects to anewlief.com.
- A log of June 9, 2026 records the Lïef carousel post going out on schedule.
- A log of April 27, 2026 records the posting queue empty for twenty days across four channels, Lïef among them.
- An internal audit on July 17, 2026 graded anewlief.com C minus and named the pattern from the Lïef Midtown site as the fix. His commit of the same day applied it to the code.
- The carousel template system was retired on April 20, 2026 in favor of a principle-driven approach.
- Only a handful of the 39 planned pieces were published. The files hold no engagement figures.