RKW Residential’s
10 Year Anniversary
Exceptional for 10 Years
In 2024, RKW Residential hit its 10-year milestone and aimed to celebrate it accordingly. With a goal to start the celebration in June and continue it into October, it called for multiple deliverables across various channels. Through a 6-month planning and creation phase, my team ensured that RKW’s employees and clients, as well the multifamily industry, could experience this extraordinary achievement together.
Branding & Strategy.
Getting buy-in from key stakeholders—including the company founder and CEO—was crucial to ensure a unified and efficient planning process.
Through a dynamic, motion-enhanced pitch deck, our team presented a comprehensive strategy covering all major touchpoints, framed within resident, employee, and client experiences, along with coordinated public relations efforts. From podcast interviews to branded cupcakes, every detail was considered to bring the celebration to life while aligning with stakeholder expectations and other dependent project timelines.
By creating an engaging and visually-driven presentation, we were able to capture the excitement of RKW’s upcoming year and clearly map out each phase of the plan, from January through October. Within just a few weeks, we finalized the brand direction, budgets, timelines, and strategies—setting the foundation for a memorable year-long celebration.
I initially proposed three diverse brand identities, each connected to some aspect of memories or anniversaries, and complete with primary logos, brand marks, example imagery, and merchandise mockups.
Concepts were centered on tradition and memories, but also included at least one element alluding to the future. Each brand heavily focused on a varying representations of those themes: tradition and heirlooms, the 10th anniversary gift of a diamond, or scrapbooks of fond memories.
Ultimately, the final brand centered on the diamond concept and melded with RKW’s original brand—creating a flashy and simple but sophisticated and dynamic brand for both planned events.
The months-long campaign involved extensive strategizing, particularly around hitting each identified touchpoint. To ensure a stellar experience for employees, residents, clients, and vendors, my team designed a multi-channel strategy, complete with over 100 individually-designed assets.
Deliverables.
Celebration Boxes were sent out to all on-site teams, filled with RKW-branded merch: customized party crowns, balloons, sunglasses, noisemakers, and more. A booklet containing instructions, a letter from the CEO, and interactive elements—including a time capsule challenge and curated playlist—was placed on top, completing this box exploding with fun.
Postcards sent to clients, both old and new, with a handwritten letter from the founder and CEO.
Shirts provided to employees and available for purchase, with proceeds going to charity.
A social media and digital makeover was a must, especially for the celebration throughout June. Digital deliverables included social media banners for both employee and company profiles, weekly on-brand carousel graphics, SharePoint web ads, custom-coded email designs, and Microsoft Teams backgrounds.
I directed and edited multiple social media videos throughout the celebration period using content filmed by on-site teams, in collaboration with another team member. Each video’s theme complemented the anniversary message — ”Exceptional for 10 Years” — but was general enough to remain evergreen and be used in future campaigns.