Melanie Maynard

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Creative Director and Brand Designer architecting 360° brand worlds.


ROCKELLA
Creative Direction, Brand Identity, Art Direction, UX/UI

Creative Director: Melanie Maynard
Brand Identity: Melanie Maynard
Motion: Rob Long, Cyrus Cumming


special thanks to Matt Beck for his incredible eye
Rockella began as a group of real estate developers with a vision to transform warehouses into art studios in a up-and-coming Brooklyn neighborhood. Frustrated with the traditional "landlord" role, they set out to redefine the tenant-landlord dynamic and create something more meaningful.

Through a holistic approach encompassing strategy, brand identity, and site design, Rockella evolved from a conventional real estate venture into a vibrant community that nurtures artistic growth. By offering flexible, affordable spaces and providing networking opportunities to entrepreneurs, Rockella positioned itself as more than just a landlord—it became a catalyst for creativity and collaboration.

This shift to a community-centric model did more than reshape perceptions; it delivered tangible results. Rockella’s new brand positioning not only resonated with its audience but also garnered recognition, leading to their selection for a coveted space on Governor’s Island as part of a NYC government-funded artist residency program, and aquisition and development of two new buildings in Manhattan and Brooklyn.





















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