FEATURED WORK
A Flexible Campaign — This Is Your Place
Client
Waterside Place at Lakewood Ranch
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Industry
Lifestyle / Mixed-Use Commercial
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My Roles
Brand Identity
Creative Direction
Visual Storytelling
UI Design & UX Strategy
Website Design
Design-to-Development Handoff
Front-End QA & Creative Review
Digital Marketing Assets
Print Deliverables
Overview & Approach
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Waterside Place, a lakeside town center, redefines the mixed use experience as the first of its kind in the Sarasota region — bringing together dining, retail, entertainment, green space, and community gathering into one connected lifestyle destination. As the town center continued to grow, the challenge was creating a cohesive digital and campaign presence capable of organizing a wide range of offerings while capturing the energy, personality, and everyday lifestyle behind Waterside Place.
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Through an evolved visual identity, thoughtful site organization, and a flexible campaign framework, the work helped shape a connected brand experience designed to support both everyday discovery and long term growth.
A Brand Identity Built for the Place
The brand identity for Waterside Place was designed to feel vibrant, playful, and rooted in the everyday lifestyle of the community. A bright, Florida-inspired color palette pairs energetic typography combinations with layered graphic elements — including wave patterns and oversized typographic backgrounds — bringing movement and personality across digital and print.
UX & Site Architecture
With a diverse mix of tenants, green spaces, and events, organization was essential to the website experience. The sitemap and navigation were designed to guide visitors naturally through the many ways to explore the town center, from dining and shopping to wellness, entertainment, and community events, while showcasing the lifestyle and residential experience of living at Waterside Place and providing a clear pathway for prospective tenants and leasing opportunities.
Campaign & Creative Direction
From website and magazine advertising to digital campaigns and excitement through social outreach, the campaign was built around a simple but powerful invitation: this is your place. Not just a destination to visit, but one to return to, explore, and fold into everyday life. At its core, the flexible, playful framework of "Your Place For…" served as an open-ended invitation — one that lets every visitor discover something personal in every experience. Ultimately, the campaign didn't just promote a destination. It extended an ongoing invitation to belong.
No Detail Left Behind
A complete website restructure inevitably leaves a few broken links behind — instead of a generic error page, that dead end became the perfect opportunity to inject some humor and carry the vibe all the way through.
