All the mom signs are right—you know, the ones they get at Home Goods. Home is where the heart is.

To celebrate a number of their new apartment locations and provide an emotional underpinning for their messaging, AIMCO hired me to write brand manifestos. The purpose of these manifestos was to provide the heart that's so important to a home (and to the company that provides those homes).

The work included strategic insights, messaging concepts, some taglines, and final manifestos.