Jennifer Chestnutt

Lincoln Place was a unique challenge. This property sat empty for over 20 years and had developed a negative reputation in the Venice community. The apartments were being fully renovated and we needed to reintroduce Lincoln with a new brand and messaging. A holistic approach to the rebranding was developed - signage, temporary leasing offices and decor, unique sales collateral, special finish boards and out-of-the-ordinary out-of-home media. The community leased up ahead of schedule and is very well known with locals as a positive addition to the neighborhood.

Paid social advertising campaigns can be very successful when combined with utilizing Facebook, LinkedIn or Google data to create custom audiences. Creating campaigns based on user behaviors, other engagement on our owned sources and developing personalized user journeys creates a unique experience that speaks to potential customers more specifically.

It’s also important to select the right social media channels for the content you’re pushing out. When it comes to eye-catching photos or animations, Instagram is the right way to go, where a white paper download may lend itself better to LinkedIn. Because these are colder leads, they are often harder to attribute because the customer doesn’t typically convert right away, so softer conversions like downloads to start the tracking process can be extremely helpful or even creating a unique offer to associate with the ad.

While digital is typically king when it comes to content, data and tracking, print advertising is still a valuable touchpoint in the sales process for many B2B and B2C companies. The materials need to reflect the brand in both design and production. When buying advertising it’s important to consider how and when the ads will be integrated into your customer’s buying journey.

Sales team support materials such as interactive TVs and touch screen kiosks can help reinforce the brand and acts as a remember me piece.

Sometimes little changes can make a big impact. With these home page redesigns, we adjusted the size of the main image to take up the entire page. This helps better showcase the stunning photography to grab visitors as they entered our websites. We also added the ability to upload videos to help tell the story of the lifestyle of the community.

We cleaned up the navigation and added social media and review site icons to help drive traffic to these referral sources to provide the customer with our website as their hub of information.

Dress codes are hard. They usually come across as very corporate and can be hard to interpret for the user. Aimco also had a unique challenge in that they have different styles of communities made up of different customer demographics. This style guide was designed with a modern and visual approach and given to all of the different locations to help guide office staff dress, based off the style of each community. I worked with a copywriter, photographers and clothing stylists to make an approachable and fun piece that employees would embrace rather than reject.

The Aimco corporate office had 3 floors in a high-rise building that were recently renovated with new seating and cube setups. To complete the renovation, we needed to infuse the space with as much of the companies' culture as possible within a limited budget. Goals of the project were to inspire current employees, remind people of the business the company is in and to attract the employee of the future. Paint, vinyl graphics and routed acrylic pieces were strategically used to add dimension and movement.

ReInventing Operations or project "RIO" was a new department at the local Greenwood Village call center that focused on creative ways to improve operational processes. The new team’s office area was located in a dark area of the building with no windows. We created wall graphics that brought light and energy to the space. Vinyl quotes were strategically added in small amounts to refresh and inspire the team.

The Lifetime channel has a home improvement show called Designing Spaces. Aimco sponsored an episode called Renting vs Buying that was filmed in The Palazzo Communities in downtown LA across from The Grove shopping center.

As the project lead, my responsibilities were to plan and coordinate the project with all internal stakeholders, write and rehearse the script with local talent and co-direct the filming with the crew on-site.

https://youtu.be/lixk317KDNI

Preserve at Marin is a small tucked away community located directly across the bay from San Francisco in the beautiful and elite area of Corte Madera. Leasing for this community was scheduled by appointment only and most of the traffic was driven by out-of-home advertisements on the local commuter ferries, at local shopping centers and with public facing pieces like flyer boxes at the main entrance and custom branded fencing for the picturesque dog park.

Boutique-style apartment homes in an ideal Midtown Atlanta location, right next to Piedmont Park. The property was a fast moving acquisition and quickly needed to be renamed, rebranded and have all new signage and print collateral created. Reflecting the colorful nature of the surrounding area, we infused signage with bold colors, playful language and fun icons.

Taking over office space most recently from Favor and Nano in Austin, TX, Fetch needed to infuse the space with the brand and culture in order to excite current team members and entice candidates about working for this fun and growing startup. Utilizing color and culture components to help drive home what makes Fetch the company it is today, resulting in a light and fun space.

Each year Aimco supports an employee team to ride in the local MS 150 charity fundraiser for MS. Working with local bike jersey company Primal, we design and produce custom jerseys for employees. In addition to the jerseys, flyers and posters are distributed throughout the office to help promote the event.

As an early-stage startup that needed to show the people behind the product, this commercial served to share the human element of the Fetch package delivery service.

https://vimeo.com/fetchpackagedelivers/meetfetch

Mobile websites... Good! Responsive websites... Better!

Along with creating a new mobile website template for all of Aimco's 120 eCustomer sites, we also needed to give them a responsive design. Responsive design is the simplest way to reach users across various devices and ensures a seamless user experience. 

The results? Aimco's target audience is now able to search for an apartment using a dynamic Google map, gain more insight with reviews and search for a new apartment on any device.

The Palazzo Communities are known all over Los Angeles as a landmark for the area. Over the years, additions and improvements left the community with areas that felt disconnected from the brand. Environmental elements to help enhance the entry and high-end printed pieces were created to help give Palazzo back its luxury feel at all touch points.  

Aimco's NYC portfolio is a mix of high-rise buildings and walk-up units that have been slowly renovated into very nice apartment homes in great locations. Working with a 3rd party developer, we did a UI facelift to better reflect the quality of these apartments and attract their target renter.

Out-of-home media campaign for Columbus, Georgia newspaper. Responsible for the design, copywriting and media placement.