ROLE

CD/Writer

AGENCY

Primary360

VIBES

Straw Hats & Brisket

TEAM:

CD/Writer: Jess Tardy

AD: Michael Hinde

ECD: Keith Caruso

CW: Evangeline Condakes

For The Haywood, I led the charge on a full brand identity build from the ground up, starting with naming the community itself. This wasn’t just another luxury address trying to out-amenity the competition; it was about capturing that quintessential Austin contradiction—high-end living that’s still a hop, skip, and a jump from the city’s electric, hipster heart.

The challenge was creating a brand that could be dripping in luxury while staying perfectly plugged into everything that makes Austin weird, wonderful, and authentically itself. We’re talking about a city where people wear cowboy boots to tech conferences and argue passionately about breakfast tacos, so the brand had to thread that needle between sophistication and the laid-back energy that makes Austin magnetic.

My team and I crafted an identity that says “yes, we have marble countertops and a rooftop pool, but we also know the best food truck is three blocks away and we’re not too fancy to wait in line for it.” Because in Austin, the real luxury isn’t just thread count—it’s being close enough to stumble home from Sixth Street but refined enough that you don’t have to.