MetroNational
Brand & Experience Strategy
From brand storytelling to shaping the vision and experience strategy for a $800M luxury development project.
Next Edition partnered with MetroNational to build a new brand story for the legacy Houston real estate developer. Combining its 70-year heritage with its modern ambitions, we crafted a narrative designed to guide MetroNational’s next chapter as a multigenerational private company in Memorial City.
Over two years, our scope expanded when MetroNational engaged us to help define the Experience and Placemaking strategy for their $800M luxury mixed-use development in Memorial City, West Houston, as well as an additional $300M initiative. Working alongside the Chief Experience Officer, Chief Investment Officer, Leasing, Construction, Operations, and architectural partners Gensler and OJB, we developed a strategy that advanced the project from Charette to Concept into Schematic Design. We also supported the go-to-market strategy for Retail Leasing in collaboration with Purple, Rock, Scissors.
In tandem, we helped shape corporate and marketing strategy across MetroNational’s broader portfolio, advising on projects for retailers, restaurant partners, tenants, and guest experiences. We also developed a Crisis Communications Plan, establishing the framework to ensure teams are prepared and able to effectively respond 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