The Rowley is a luxury apartment community in Murfreesboro, TN, situated in the walkable, mixed-use hub of Clari Park. With top-tier amenities and proximity to Nashville, it provides the best of the suburbs and the city. Before their grand opening, the team brought me on to craft a social presence that would reflect the brand’s thoughtful balance of urban energy and neighborhood ease.
Brand Activation
Social Media Strategy
Branded Templates
The Rowley came with detailed brand guidelines—logo, palette, typography, tone, even preset layouts. My job was to translate those elements into a scalable digital presence that introduced the building, told its story, and built awareness of their community, prioritizing best practices for Instagram. All without losing the brand’s warm, grounded vibe.
There was a lot of trial and error finding ways to bridge the gap, a challenging yet rewarding process. When it came to social, we were essentially starting from scratch. I identified parts of the current system that didn’t lend well to smaller screens and expanded on them, like adding textured gradients and alternate font weights to improve readability. I made strategic photography choices to capture The Rowley’s balance of suburban ease and urban access (a key selling point for the client), using the existing guidelines to help find the right look.
I designed the full launch campaign, including a 3-across launch grid, storytelling carousel, branded templates, staff and neighborhood spotlights, a sample reel, and a full mock IG grid. After the first draft was ready, I worked closely with Metter’s COO and Senior Account Director to workshop solutions and strengthen the overall direction, which led to some of the project’s most effective design decisions. That extra layer of collaboration helped bring everything together, creatively and strategically.
Social Media Strategy/Content Planning
Lyssa Goldberg, COO + Co-Owner of Metter Media
Sophie Fish, Senior Account Director
The client loved the launch and had no edits! Both teams are excited to see how their page will continue to grow, especially as they’ve started leasing.
