ROLE

CD/Writer

AGENCY

Primary360

VIBES

Classy Meets Comfy

TEAM

CD/Writer: Jess Tardy

CD/AD: David Vadala

ECD: Keith Caruso

CAPABILITIES

Creative direction

Spatial UX

Environmental Signage

Naming

Brand Architecture

Woodmont Properties, a major East Coast luxury multifamily real estate company, needed to transform their generic apartment amenities into something residents would actually want to hang out in. The challenge was creating a scalable brand system that could make each amenity space feel intentional and cool rather than like an afterthought with some random furniture thrown in.

My visual design partner David Vadala and I tackled the complete spatial branding strategy name-first. I named the umbrella brand “Woodmont Essentials” and got to create individual personalities for each space type: Ovation Screening Room (because “movie theater” doesn’t cut it when you’re charging premium rent), Avid Game Den, Revolution Studio, and Ace Golf Lounge. This was part copywriting, part interior design consultation, part vibe curation—basically everything short of picking out the throw pillows.

Our approach treated each amenity like a distinct user experience, because residents don’t just want rooms with stuff—they want spaces that actually make them excited to do what they love. We anchored everything in striking black and white visuals and I spent forever curating hundreds of perfectly chosen quotes from notable figures, turning each amenity into part inspiration board, part shrine to whatever passion lived there.

We piloted the concept at one of their newest New Jersey properties, but honestly, the vision was always way bigger: a scalable brand system that could work across Woodmont’s entire portfolio. Turns out when you design amenity experiences around what people are actually passionate about instead of generic “luxury” BS, you create spaces residents want to use instead of just Instagram once and forget about.