A New
Brand Era

Brand strategy and creative direction for real estate, adaptive reuse, and destination spaces. I help developers, operators, and advisors turn complex projects into clear concepts, narratives, and materials that attract capital, partners, and people.​

Brand Strategy. Culture

The projects that land here have a story behind them—a belief about how people should live, work, gather, or belong—and my job is to pull that story to the surface. I take the raw material of a deal, a building, or a firm and turn it into concepts, narratives, and visual direction that make sense to three audiences at once: capital, collaborators, and the communities who will experience the place.

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  • For developers, operators, and advisors who know their work is more than “units” or “square feet.” This is where we clarify the concept behind your firm or project, define the position you want in the market, and shape the narrative that ties it all together—so your story makes sense to capital, partners, and the people who will experience the place

  • For live deals and mandates that need to land with investors. I take the raw material of your underwriting, business plan, and site and build investor‑ready OMs and decks that are clear, credible, and differentiated—especially for adaptive reuse, creative workspaces, hospitality‑driven mixed‑use, and other “not‑cookie‑cutter” concepts

  • For projects that are about to hit the market (or be reborn). We translate the concept into language, messaging, and high‑level creative direction for leasing, launch, and community‑facing moments—so the project feels coherent across brand, space, and programming, and doesn’t get mistaken for just another building.

Brand strategy work in real estate is really work on culture, on the underlying beliefs about how people should live, work, gather, or belong that sit beneath a project or a firm. The projects that land here have that belief built in, even if it is not articulated yet. The job is to pull that story to the surface and make it legible to the people who fund, shape, and ultimately experience the place.​

In practice, that means taking the raw material of a deal, a building, or a platform, such as a capital stack, a zoning diagram, or a lease‑up plan, and turning it into concepts, narratives, and visual direction that hold together for three audiences at once: capital, collaborators, and communities. Capital needs to see a coherent thesis and a credible operator; collaborators need a clear brief that aligns architects, brokers, and operators; communities need to recognize themselves in the story and understand what is being asked of their neighborhood. When the brand is doing its job, all three can read the same materials and still see what they need to see, such as risk, craft, and belonging, without the story breaking apart.

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Select Work

  • Boutique Real Estate Advisory

    Matter Real Estate

    A founder‑led advisory was winning complex mandates but looked like a generic brokerage. We reframed their positioning and rebuilt their brand system and materials so they spoke the same language as the clients and capital they were already serving.

  • National CRE Operator

    Ackman-Ziff Real Estate Group

    A national operator had grown into a sophisticated platform, but their story hadn’t kept up. We architected a brand pivot—from messaging to investor decks—that finally aligned external perception with the scale, quality, and ambition of their portfolio.

  • $120M+ Mixed‑Use Development

    Harbinger Development

    A Hilton-Homewood Suites branded mixed‑use project with a strong thesis was struggling to cut through as “just another deal.” We engineered the concept, OM, and narrative to de‑risk the story, clarify the upside, and support conversations with institutional capital and partners.

  • $55.6M Anchor Development

    Windsor Stevens

    A $55.6M mixed‑income, mixed‑use development on Atlanta’s Westside BeltLine, led by Atlanta Housing with partners including Goldman Sachs, AUDC, HUD, and Invest Atlanta. I supported the early marketing effort with social content and a ground‑breaking brochure that framed The Proctor’s launch for public, civic, and private stakeholders—positioning it as a new anchor for the English Avenue corridor rather than just another project in West Midtown.

Meet Zuzu

ZUZU RENDALL
Brand + CRE Strategist

Over the last two decades, I’ve helped developers, operators, and advisors tell the story of complex assets—from boutique firms to national CRE platforms and $100M+ mixed‑use projects. Together, we build the concept, narrative, and high‑level creative direction that make a firm or project feel unmistakable—to capital, to partners, and to the communities you serve.

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Insights

Real Estate Needs Better Stories 

Real Estate, Brand, Narrative

Why creative, hospitality, and mixed‑use projects rise or fall on narrative, not just underwriting.

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Capital Markets, Brand, Authority

What Capital Actually Reads in Your Brand

How OMs, decks, and brand signals quietly influence who gets a “yes” in the room.

Read Article