MetroNational
Brand & Experience Strategy
From brand storytelling to shaping the vision and experience strategy for a $800M development project.
Over the course of two years, Next Edition partnered with MetroNational to articulate a renewed brand story for the legacy Houston real estate developer. Tasked with uniting its 70-year heritage with its modern ambitions, we crafted a dynamic narrative designed to guide MetroNational’s next chapter as a multigenerational private company in Memorial City.
Our scope expanded when MetroNational engaged us to help define the Experience and Placemaking strategy for their $800M mixed-use development in Memorial City, West Houston, as well as an additional $300M initiative. Working alongside the Chief Experience Officer, Chief Investment Officer, internal Leasing, Construction, and Operations teams, and architectural partners Gensler and OJB, we developed a comprehensive strategy that advanced the project from Charette to Concept and into Schematic Design. We also supported the Go-to-Market strategy for Retail Leasing in collaboration with Purple, Rock, Scissors.
n tandem, we helped shape corporate and marketing strategy across MetroNational’s broader portfolio, advising on initiatives for retailers, restaurant partners, tenants, and guest experiences. We also developed a comprehensive Crisis Communications Plan, establishing the framework to ensure teams are aligned, prepared, and able to respond with clarity in the face of disruption.
Client
MetroNational
Services
Brand Storytelling
Placemaking & Experience Strategy
Marketing Strategy
Crisis Communications
Stakeholder Engagement
Project Partners
“Bianca was invaluable in helping us articulate not just what we’re doing as a multi-billion dollar company, but why we’re doing it and what we aim to achieve.”
Ken Jones, Chief Experience Officer at MetroNational