MetroNational

Brand Story & Experience Development Strategy

From brand storytelling to shaping the vision and experience development strategy for a $800M development project.

Next Edition collaborated with MetroNational to author a compelling brand story for the company. Tasked with merging a rich 70-year history with modern objectives, our team crafted a dynamic brand narrative to guide MetroNational's new chapter as a generational private real estate developer in Houston.

The partnership expanded when MetroNational engaged us to develop the marketing and experience development strategy for their $800M mixed-use development located in Memorial City, West Houston.

Working with executive leadership, retail leasing, architects (Gensler and OJB) and internal teams, we created an experience development strategy anchored in community and tenant research, successfully advancing the project from Concept through Schematic Design. Our collective goal was to create a destination shaped by the needs and aspirations of its surrounding community, one that would become a cultural Texas landmark not only now, but for years to come.

Our work expanded to support corporate and marketing initiatives for retailers, restaurant brands, tenants, and guests across Memorial City, including the creation of a corporate Crisis Communications Plan.