Synergy Branding
MARCOM
Synergy Global Housing Branding Projects
Collections, Experience, and a Branded Building Named Ironworks.
In the world of Corporate Housing, a shift was brewing. With sourcing platforms like Airbnb and ReloQuest making price comparisons a breeze, relocation managers and mobility directors had the upper hand. They had all the data, all the leverage, and the budgetary resolve of someone on a spreadsheet-fueled power trip. It was clear Synergy Global Housing needed a new strategy to stay competitive.
The Synergy Collection: The Art of Tiered Branding
Enter The Synergy Collection, a savvy new system of tiered sub-brands designed to deliver options that balanced price, quality, and experience. I played a key role in bringing this concept to life, helping position the brand as both flexible and premium with three clear categories:
Experience – High-end properties that offered a resort-style atmosphere, with all the bells, whistles, and decorative throw pillows one could imagine.
Elevate – Exceptional communities with an expansive suite of amenities that kept residents happy and housed in style.
Elements – Quality options for clients who loved a good deal and kept their eye on the bottom line.
It was branding that made sense for Synergy and spoke to every kind of customer, whether they wanted luxury, practicality, or something in between.
The Experience @Ironworks: Building a Brand, Literally
Around the same time Synergy was launching its Collection packages, a rare opportunity knocked. Synergy acquired the leasing rights to all 45 units of a brand-new apartment complex in Sunnyvale, California—a building sitting on the historic site of an old ironworks plant.
This property checked every box for an Experience level asset, so I helped craft its identity as Synergy’s first branded building: The Experience @Ironworks. It wasn’t just a name; it was a story. From the industrial-chic vibes of its branding to the signage placed throughout the property, we made sure guests knew they were walking into something special.
My Role: From Strategy to Collateral
I handled the content creation for all marketing materials tied to The Experience @Ironworks and The Synergy Collection launch. That included:
Sales Collateral – Materials that gave our sales team the tools to sell the Collection tiers with confidence.
Guest Neighborhood Guides – Custom guides that made sure every resident felt like a local from day one.
Event Promotion – A lavish pre-launch event to introduce The Experience @Ironworks, complete with eye-catching branding and a guest-first approach.
The Results: A Collection Worth Collecting
The Synergy Collection positioned the brand as an adaptable, industry-savvy player in the corporate housing world. The Experience @Ironworks took it a step further, proving that Synergy could create its own premium housing experience from the ground up. Guests loved it. Sales teams loved it. Even the spreadsheets probably loved it.
What I Did:
Developed content strategy and messaging for The Synergy Collection.
Created marketing collateral and guest-facing materials to promote tiered offerings.
Branded Synergy’s first property, The Experience @Ironworks, with signage, storytelling, and event marketing.
Produced guest guides that turned first-time visitors into neighborhood experts.
In short, I helped Synergy stand out in a crowded marketplace with branding that was bold, thoughtful, and unforgettable. The Experience was more than just a name—it was a promise, and I made sure we delivered it with style.