Brand Philosophy & Investor Story | JLL Income Property Trust

Metrics snapshot

• ~$7B AUM daily NAV REIT unified under one brand and investor narrative 
• Supported a strategy that captured ~30% market share (2024) with a clearer, modernized brand experience
• Digital simplification (example): reduced top-level choices from 10 → 7 while improving access to performance, risk, and portfolio detail
• Operational scale (example): launched 8 reusable templates/toolkits across collateral, presentations, and events, reducing rework by 15%
   

Challenge

JLL Income Property Trust is a complex daily NAV REIT. Before the refresh, the brand felt dark and dated, the website presented too many competing paths, and teams described the strategy differently. Advisors struggled to retell the story to clients, and materials didn’t reflect the scale and discipline of an institutionally managed, multi-billion-dollar portfolio. The 2025 marketing plan required a major refresh: stronger content, a clearer investor story, improved digital journeys, and more polished events.

What I built

Brand platform + messaging architecture: Defined a complete brand philosophy—purpose and promise, brand personality (Steadfast Assurance, Strategic Vision, Quiet Authority), values, emotional and functional benefits, messaging architecture, and customer-journey touchpoints—so teams could align around one investor story.

Creative governance + rollout system: Directed the refresh rollout across web, print, video, and events, establishing guidelines and frameworks to scale adoption and maintain consistency.

Modern visual system: Reimagined core materials (quarterly updates, fund collateral, presentations) with property-led photography, increased white space, refined typography and color, and a cornerstone motif to reinforce the idea of building lasting legacies.

Website experience + information architecture: Streamlined navigation and content hierarchy so users see fewer choices upfront while still being able to drill into performance, risk, and portfolio detail—simplifying the advisor journey and aligning the site to the new brand philosophy.

Cross-channel narrative consistency: Provided creative direction for executive presentations, brand video, investor communications, and event AV so the same clear narrative appeared consistently in sales meetings, webinars, and campaigns.

What changed

• Unified a ~$7B AUM daily NAV REIT under one consistent brand and investor story—creating a scalable foundation for campaigns, collateral, and future product extensions.
• Improved advisor and partner clarity by standardizing the narrative across touchpoints (web, decks, quarterly updates, events). 
• Reduced friction for internal teams through documented guidelines and reusable toolkits—making it faster to produce on-brand, investor-ready materials without repeated rewrites or redesign cycles.
• Supported strategy momentum reflected in ~30% market share (2024) with a clearer, more modern brand behind every advisor and investor touchpoint.