Guidance Residential Brand Campaigns
Campaigns for Guidance Residential across a 20th anniversary, a first billion in revenue, and a Ramadan programme reaching 30,000 households.
Directing brand campaigns for a company crossing a billion dollars in revenue
As Senior Graphic Designer at Guidance Residential, I designed a run of campaigns reaching customers, community leaders, and employees. For the 20th anniversary, I created a commemorative seal built on the idea of infinity, using gradient, geometry and royal gold to signal permanence rather than celebration, then took it through print production and material selection. Thanks a Billion marked the company's first billion dollars in revenue: a full employee gift package of apparel, a laser-etched glass mug carrying employee names, a printed piece and custom packaging, working directly with vendors on materials and production methods. The Ramadan Refinance Special ran across direct mail, a letter from the CEO and social, built on Islamic art principles and aimed at over 30,000 American Muslim households. A separate community leader programme introduced a premium brochure and CEO letter where I selected the stock, finishes, and printing techniques myself. I owned the design and art direction across all of it, partnering with the content strategist on copy. This is the work that preceded my promotion to Art Director.
