Santa Fe Ranch
CAMPAIGN EXTENSION
Brand · Digital · Social
THE CHALLENGE:
Santa Fe Ranch is a 320-unit multifamily property in La Costa, California, and the only asset of its size to come to market within a five-mile radius in the previous 15 years. The opportunity required a presentation that could differentiate the property, communicate its value, and give Nuveen confidence in Walker & Dunlop's ability to represent the assignment.
THE CAMPAIGN:
I first developed the visual direction for the Broker Opinion of Value, using a refined palette of blues and tans, a three-font system, and flexible layouts inspired by the property's coastal setting and high-end positioning. The goal was to create a distinct property identity while maintaining the clarity and professionalism expected by an institutional client.
After Nuveen selected Walker & Dunlop to represent the asset, I carried that visual language into the 75-page Offering Memorandum. The system expanded to accommodate financial data, market analysis, property storytelling, and investment highlights while maintaining a consistent visual experience from the original pitch through the sales process.
The OM was distributed to 171 investor groups during the property's 25 days on market.
CAMPAIGN EXTENSION & IMPACT:
Extended the campaign beyond the core sales materials through social content, client communications, and ongoing marketing reporting.
1) CLIENT CONGRATULATIONS
Post-sale communication celebrating the successful transaction.
2) LINKEDIN
Adapted the campaign identity for W&D's social audience, generating 155 interactions.
3) MARKETING REPORT
Tracked investor engagement throughout the campaign.
Investor Engagement: 26 property tours · 147 OM downloads
RESULT:
The campaign created a cohesive investor experience from the initial client pitch through market outreach and post-sale communication. The property generated 26 tours and 147 OM downloads before ultimately selling for $138.75M.
The project demonstrates how a visual system can support both sides of the marketing process: first helping communicate why a team should win the assignment, then carrying that story into an active investor campaign.