The Bray at Liberty Park is envisioned as the vibrant town center of Liberty Park, an upscale, master-planned community in the scenic hills of Alabama. The developers needed a pitch book to present to potential commercial tenants that not only presented leasing opportunities but also told the story of a growing, vibrant community. I led the design and copywriting for this piece, with a focus on storytelling and a refined all-American hometown aesthetic. The book included custom maps, renderings, and a detailed breakdown of the opportunities available in the commercial space. This resource became a crucial tool for the developer, communicating The Bray’s unique position as a place for both community gathering and economic growth.
Storytelling
A Leasing Deck Rooted in Community & Connection
The Bray at Liberty Park needed a pitch book that not only presented leasing opportunities but also told the story of a growing, vibrant community. I designed the pitch book to embody an elevated, all-American hometown feel, using script fonts, textured paper backgrounds, and polaroid imagery to evoke a sense of nostalgia and warmth.
Clarifying Brand Identities
Crafting Brand Guidelines for Liberty Park & The Bray
While developing the pitch book for The Bray, I recognized the need to clarify the visual identities of both Liberty Park Joint Venture and Liberty Park, the place.
I developed a set of guidelines with a newly created logo that provided strategic clarity on using the original Liberty Park logo to represent the ownership group and the new logo for Liberty Park, the place. In addition, the document outlined how The Bray’s branding would fold into this overall identity, ensuring that all elements worked cohesively.
Unified Application
Aligning the Website with the Brand Identity
To fully integrate the refined brand identity, I redesigned the Liberty Park website with the same aesthetic inspiration—grounded in the ideals of liberty and community. Using script fonts, paper textures, and rich visuals, the website presented a seamless digital extension of the narrative conveyed in the pitch book.
The storytelling across the site reinforced the themes of community and connection, creating a consistent brand experience from physical space to digital platform.