The Challenge
Developers Jair Lynch and Bozzuto were renovating the historic Meridian Hill Hotel into a modern apartment complex. Due to the building’s historic structure, apartment units were relatively small, creating a potential leasing challenge.

The Insight
Rather than focusing on square footage, the brand needed to emphasize lifestyle, culture, and the soul of the neighborhood.

The Idea
We developed the name âme—the French word for “soul”—reflecting the building’s architecture, history, and vibrant cultural surroundings.

The Execution
In addition to a new logo created by our team, I led the development of a range of marketing collateral to build awareness of âme and engage key audiences—residents, prospects, local businesses, and realtors. I also oversaw casting and styling for the photoshoot, directing the session alongside the photographer. As the sole designer, I was responsible for the full design of the âme website, from wireframes and sitemaps to the final visual execution.

The Impact
The brand successfully repositioned the building, transforming a potential challenge into a desirable lifestyle destination.

Within one week of installing the brand identity on construction scaffolding, Bozzuto Properties experienced over 1,000 new resident leads, with even more leads after the website drop.