JLL’s audience buys for two reasons at once: investment and lifestyle. Investors look for trust, insight and hard numbers; lifestyle buyers look for quiet prestige and an international way of living. The identity had to speak to both.

I led the development of several visual directions, and JLL chose an Approachable, Editorial, Bold route, which became a look that is bold yet refined: authority balanced with accessibility. Headlines and imagery are layered magazine-style, so every frame feels professional, quietly luxurious and easy to approach. From there, I carried it across the whole feed, directed the motion approach for every video, and led all communication with JLL’s lead agency and stakeholders.