The 2025 Move-In campaign, “Welcome to the Start of Everything,” celebrated the excitement and emotion of move-in day across Core’s national portfolio. I developed the campaign concept and art direction, overseeing visual identity, copy tone, and photo direction. The design leaned into bold typography, hand-drawn details, and layered textures to capture the energy of a new year and the community-first spirit of Hub properties.

I also managed the on-set art direction for photography — coordinating wardrobe, props, and shot composition to align with campaign colors and tone. The resulting visuals were applied across print, digital, and environmental collateral, creating a consistent, high-impact rollout that generated strong social engagement and early leasing traction.