MetroNational
Brand & Experience Strategy
From brand storytelling to shaping the vision and experience 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 strategy for their $800M mixed-use development located in Memorial City in West Houston. Working directly with executive leadership, including the Chief Experience Officer (CXO), and integrating with internal teams (Leasing, Construction, and Operations) and architects (Gensler and OJB), we contributed to ideation, experience strategy, and storytelling that successfully advanced the project from Concept into Schematic Design.
Our engagement expanded to include corporate and marketing initiatives for additional development projects, as well as for retailers, restaurant brands, tenants, and guests within the Memorial City brand. We also developed a corporate Crisis Communications Plan for the organization.
Client
MetroNational
Services
Brand Storytelling
Marketing & Experience Strategy Corporate & Crisis Communications Stakeholder Engagement
“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