CBRE / STREET SENSE
*While confidentiality agreements limit what I can share, the following details are publicly available.
Smartrental is a Madrid-based hospitality brand specializing in serviced apartments, coliving spaces, student housing and hotels all over Europe. Their success has propelled them into a new phase, prompting a strategic reassessment of their portfolio, master brand architecture, and the creation of fresh, distinctive sub-brands and activations. Each brand under their umbrella embodies its own unique vibe, reflecting the company’s open-minded approach to an ever-evolving world -championing inclusion, sustainability, and authenticity at its core.
Smart solutions for a changing world.
The slogan for SmartRental Group clearly puts into perspective the new and improved structure of the company, the foundation for all and future projects as well as the communication and band voice of this house of brands.
My role focused on developing a strategic framework for the rapidly growing master brand, aligning it with existing and future sub-brands to ensure cohesion and a well-planned distribution of activations for a clearer, more targeted approach. This brand recalibration also shaped the refreshed look and feel of its identity.
NAMING
BRAND ARCHITECTURE
BRAND & CREATIVE STRATEGY
Naming
Brand strategy
Creative Strategy
SmartR is a sub-brand of the group composed of an extensive network of fully equipped apartments and studios in various destinations in Spain.
My role involved repositioning the sub-brand and crafting its creative strategy to ensure it stood out authentically, both locally and internationally, with a distinct offering and a bold, strategic brand identity and style.
Mercado Little Spain is a veritable love letter to Spain, showcasing the delicious diversity of food and drink from all corners of one of the world’s richest culinary countries consisting of three full-service restaurants, 15 food and retail kiosks and two bars. The 35,000-square-foot restaurant and market is in the iconic Public Square and Gardens in Hudson Yards.
NAMING PROJECT
The Brief
Propose names for the different F&B activations within the space
The Challenge
Creating names that lean on Spanish heritage while having a playful twist that could be understood in English
What I did
I created ideas for different sections of the space that were fun cheeky to match the playfulness of the space.
NAMING PROJECT
Nubeluz by José Andrés is a lightbox in the sky, bringing together the Spanish word for cloud (“nube”) and for light (“luz”). Nubeluz offers modern interpretations of classic cocktails and small bites coupled with remarkable 270-degree views of the New York City skyline.
The Brief
Provide a style guide and UI mock ups for development of the website and digital presence.
The Challenge
Build create a brand style guide and design system from the ground up with a brand identity I had inherited.
What I did
I developed the style guide, UI wireframes, mock ups and digital assets.
Mercado Little Spain is a veritable love letter to Spain, showcasing the delicious diversity of food and drink from all corners of one of the world’s richest culinary countries consisting of three full-service restaurants, 15 food and retail kiosks and two bars. The 35,000-square-foot restaurant and market is in the iconic Public Square and Gardens in Hudson Yards.
NAMING PROJECT
The Brief
Provide a style guide and UI mock ups for development of the website and digital presence.
The Challenge
Build create a brand style guide and design system from the ground up with a brand identity I had inherited.
What I did
I developed the style guide, UI wireframes, mock ups and digital assets.
NAMING PROJECT
Nubeluz by José Andrés is a lightbox in the sky, bringing together the Spanish word for cloud (“nube”) and for light (“luz”). Nubeluz offers modern interpretations of classic cocktails and small bites coupled with remarkable 270-degree views of the New York City skyline.
