Trail Notes

Brand Strategist & Project Lead - Rebranding With Purpose

Type: Rebrand | B2B & B2C | Identity + Campaign

Juno

Moneta

Junomoneta wasn’t just overdue for a visual refresh — it needed a full emotional reset. We repositioned it from a dated, forgotten address into a boutique living experience defined by intentional design, sensory calm, and modern relevance. This was more than a rebrand — it was a reset of how the market felt about Junomoneta.

Positioning

Core Insight

In a world of oversized marketing, buyers weren’t looking for “more space.” They were looking for more peace. Junomoneta’s edge wasn’t size — it was sensation.
Positioning

Positioning

“Curated Calm for Modern Living.” We moved Junomoneta from generic “residential” to a boutique lifestyle offering — balancing warm minimalism with contemporary design cues.
Positioning

challenge

How do you breathe new life into a legacy property brand with declining relevance- and turn it into a magnet for today’s wellness and design driven buyers?

Creative Elements

Empty-nesters and downsizers seeking ease, elegance, and simplicity

Wellness-minded professionals craving a soft reset from city overstimulation

Brokers and partners looking for a fresh story to sell with conviction

My Role

Area & Contribution

Brand Strategy

Defined the emotional core and positioning of Junomoneta

Oversaw the identity system, brochure storytelling, and visual design

Managed the rollout across internal teams and agency partners

Built ready-to-use sales toolkits and helped reframe broker messaging around
emotion, not inventory

Our Gallery

The Junomoneta Specifications

  • Soft, nature-inspired hues, elevated serif fonts, and generous whitespace
  • Style guide that emphasized tone and emotion over technicality — design that feels like an
    exhale
  • Tactile, color-coded, and interactive
  • Used curated scenes, material samples, and narrative spreads to show life at Junomoneta
  • Less brochure, more coffee-table object
  • Hosted micro-retreats with local design tastemakers
  • Demo units styled with ambient lighting, scent branding, and calming playlists
  • Created immersive previews of what “calm living” feels like
  • Developed elegant decks, messaging templates, and broker-ready pitch kits
  • Messaging evolved from “square footage” to “space to breathe”
  • Empowered brokers to sell a lifestyle, not a layout

Results

5x

Engagement across digital + on-ground relaunch campaign

Fastest

Sales velocity in the firm’s recent portfolio (60% reserved within launch window)

+42%

CRM-based brand sentiment lift post-rebrand (keywords: “calm,” “cozy,”
“personal”)

+3X

Broker adoption rate of new sales toolkit within 30 days of release

Why It Worked

This wasn’t just a rebrand it was a reintroduction We didn’t tell people Junomoneta had changed
This wasn’t just a rebrand it was a reintroduction We didn’t tell people Junomoneta had changed
We didn’t just revive the brand We gave it presence
We didn’t just revive the brand We gave it presence