Adaptive Commons transforms shuttered schools and forgotten civic spaces into vibrant homes for teachers and essential workers. But in a sector known for displacing communities rather than serving them, Derwin Sisnett needed to position his vision differently from the start—proving through brand and presence that this wasn't typical development.

The opportunity is clear: essential workers can't afford to live near where they work, while vacant municipal buildings threaten city centers. But the solution requires something rare—investors and municipalities willing to trust that adaptive reuse can deliver both social impact and financial returns.

We partnered with Derwin ahead of his Echoing Green fellowship announcement to build a digital presence that reflected the soul of the mission. Together, we developed messaging around transformation—"from blight to bright," from disconnected to cornerstone—and created a website that positions Adaptive Commons not as developers extracting value, but as innovators creating ecosystems where teachers, students, and communities all thrive.

The work centered one insight: people needed to feel the stasis and helplessness of the current situation, then experience pride, redemption, and optimism about what's possible when someone finally invests in essential workers the way they invest in everyone else.

What we delivered: Narrative strategy & messaging development, website strategy & redesign, content framework, brand positioning consultation, launch preparation for fellowship announcement