Principal, Brand and Product MerchandisingLïef DevelopmentPhoenix, Arizona
Everything a buyer or an investor reads about the conversion of a 1971 Midtown Phoenix office building into 22 residences: the identity, the buyer experience, the site and the selections.
Brand · 2024 to present
| Project type | Principal's seat, brand and marketing |
|---|---|
| Industry | Residential real estate development |
| Seat | Principal, Brand and Product Merchandising |
| Ran through | Lïef Development |
| Dates | April 2024 to present |
| Location | Phoenix, Arizona |
| Worked with | Jesse Fowler, development and construction. Jon Armstrong, principal. Scott Meiers, plans. |
What it is
Lïef Development is a Phoenix development company founded in April 2024 by Jesse Fowler, Jon Armstrong and Jimmy. Its first project is 301 West Osborn, a $30M adaptive reuse of a 1971 office building into 22 residences in Midtown Phoenix. Fowler holds development and construction. Jimmy holds brand and marketing: the company's identity, the project's identity, the buyer experience and everything a buyer or an investor reads.
The seat is Principal, Brand and Product Merchandising.
What Jimmy did
- Drew the leaf mark, created the Japandi and Sonoran design concept, named the 22 residences, chose and licensed the typefaces and wrote the brand standard.
- Built the two-brand system, one company brand and one project brand with a rule for which to use, which an outside agency called one of the smarter structural decisions it had seen in a project brief.
- Rebuilt the buyer site, liefmidtownphx.com, to the project brand and opened it to search, with 22 residence pages on one template.
- Authored the selections program, three tiers by three design levels, and the 109-page look-book that carries it.
- Rewrote the rollout plan from version 1 to version 2 and wrote the brand and buyer narrative inside the investor deck.
- Worked with Scott Meiers on the plan set, which Fowler compiled, and re-presented it in the project brand.
Results
- A company brand and a project brand, filed in the data room, the architect documents and the builder package.
- A buyer site live with 22 residence pages, readable by search and AI engines.
- A selections program and look-book that give investors the feeling of where the building can go; design appointments begin once construction is under way.