Turning Facilities Management into High-Fashion Branding
How I transformed a B2B facility maintenance company’s image with luxury-level design and CRM personalization.
1. The Challenge
SMG Facilities — a national construction and maintenance company — needed to elevate their brand identity. The industry is typically transactional and utilitarian, but I saw the potential for something bold: make SMG look and feel like a luxury brand.
2. My Role
- Directed all branding, design, and CRM marketing strategy
- Created a luxury-inspired lookbook using AI-enhanced visuals
- Integrated content into a 100+ touchpoint CRM journey in Insightly
- Managed visual design, copywriting, email logic, and asset deployment
3. Lookbook Preview
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4. CRM Campaign + AI-Driven Visuals
- Designed and launched 100+ touchpoint email journey using Insightly CRM
- Used if/then logic based on behavior: opened, clicked, ignored, etc.
- Created AI-generated visuals (MidJourney, DALL·E) for cohesion and speed
- Tailored content per user stage and target vertical
- Synced CRM activity with sales handoffs and brochure access
5. Results
- 10%+ CRM open rate — above B2B average
- Repositioned brand as premium, polished, and trusted
- Assets used in trade shows, executive pitches, and lead capture
- Helped secure high-value remodeling/construction client lead
- Internal quote: “You made us look like the Chanel of facility maintenance.”
6. Takeaway
This project reflects how a Creative Director can reimagine B2B branding through luxury aesthetic, CRM personalization, and AI-enhanced design. The result? A facility maintenance company that looks like a couture label — and closes like one, too.