About Me
My name is Vicki Johnston and I'm a freelance Multifamily Product Strategist and Creative Director. I'm passionate about creating places people love, connect with, and are drawn to over the competition.
I founded Bartok Johnston, LLC to provide data-driven creative leadership that bridges the gap between design and strategy. By aligning strategic goals with creative efforts we improve the marketability and performance of our assets.
My methods are grounded in research, allowing me to craft a vision that aligns with the needs of the end user, the surrounding community, and market realities, while always maintaining focus on investor expectations.
Just as a coxswain steers the boat and guides the crew, I steer the efforts of architecture, interior design, landscape, marketing, and leasing teams to ensure every aspect of a project stays aligned with the vision we developed together, so we can:
Create Places People Love.
Why Me?
With a unique blend of expertise in marketing, sales, and real estate development, combined with a strong belief in the power of strategic design to drive financial success, I offer a balanced, full lifecycle perspective that guides projects confidently from conception to completion.
Proactive risk management is at the core of my approach. Aligning the built environment with a narrative that resonates with the target audience makes a project inherently more marketable, in any conditions, giving it the best possible chance of meeting or exceeding investor expectations. And, because a clear team focus simplifies decision-making and gets the job done faster and more accurately the first time, you will ultimately save both time and money.
The case is clear: "Aligned Design" results in increased investor interest, improved return potential, and reduced risk due to enhanced project marketability, and that fosters long-term success, in even the most competitive markets.
What I Do
Set the Strategy
- Market and Target Audience Research
- Core Concept Development and Presentation
- Lead Creative Brainstorming Kick-Off Meeting
- Issue Clear Team Direction to begin SD
Reflect the Strategy
- Advise on Unit Mix, Size and Floor Plans
- Amenity Planning, Tour Path and Models
- Unit Finishes, Interior Fit-Out and FF&E
- Develop Creative Briefs for Marketing
Protect the Strategy
- SD/DD Plan Set Review in BlueBeam
- Project Logo and Signage Review
- Assist with VE Decisions
- Marketing Strategy and Materials Review
- Leasing Agent Training
- Progress Monitoring During Lease Up
Chart the Journey
Step 1: Conduct a thorough market and competitive analysis to uncover actionable insights that will shape your project’s success from the very start.
Step 2: Develop a vision tailored to market demands, setting your project apart. This includes creating a draft name and logo to guide the brand identity.
Step 3: You can take it from here, or I can facilitate a collaborative brainstorming session to ensure all teams are aligned and focused on executing the vision. Together, we refine the direction, securing commitment to the concept and sharpening focus for higher-quality results.
Afterward, we can move to a retainer or project fee to complete any tasks in the Reflect and Protect phases.
Key Takeaway: By maintaining alignment across all teams, the vision is consistently communicated and experienced in the built environment, resonating with end users and driving leasing success.
Course Correct
Stalled Lease Up or Underperforming Asset?
If you're an asset manager or property manager, I’m here to help. I’ll evaluate your current situation, clarify your goal, and provide targeted recommendations to get you back on course. My approach is always mindful of budgetary and operational constraints, ensuring that my solutions are both practical and effective.
Investor Guidance:
If you’re an investor seeking additional strategic guidance in assessing potential projects or optimizing your next investment, I can assist in evaluating new opportunities and provide strategic guidance to your project developers and their design team partners. This ensures that the development is maximizing its potential and positioned for market success.
Strategic Freelance Support:
If you're an architect or interior designer, I can step in as an adjunct team member during peak periods or critical phases. My involvement will enhance your efforts by aligning them with a clear strategic vision. I’m flexible and can engage when and how it best supports your team’s needs, ensuring that together we deliver a cohesive and successful project.
Billing Recommendation:
For streamlined budgeting, I recommend billing my services under the architect of record, the marketing budget, and the start-up leasing budget as appropriate.
INTEGRITY
I say what I mean, mean what I say, and do what I promise.
My work is built on trust and grounded in data, logic, and clear communication.You’ll always know where I stand, and I'm always open to listening and collaboration in order to achieve the best outcomes.
It’s not about who’s right, but what’s right for the project.
PROJECT PARTNERS
"From the outset, Vicki’s process and insights have perfectly complemented our work. Her effective input and comprehensive vision ensure that our designs are aligned seamlessly with the broader project goals. This collaboration results in a more cohesive and integrated final product, streamlining the design process and benefiting all stakeholders involved."
- Andres Rubio, AIA, LEED AP, NCARB | PRINCIPAL, Studio Director, Niles Bolton Associates Architects
"Vicki has been a great asset to the design team, bringing thoughtful ideas and collaborating on the overall vision of The Botanist. Her clear and insightful feedback kept our process moving without skipping a beat. Truly a team player with a keen sense of design, my team enjoyed working closely with Vicki through the SD and DD phases of the project."
- Starr Ashcraft, AIA | Associate Principal at Hickok Cole Architects
Vicki’s process is a game-changer. It allows us to skip the guesswork and go straight to what we do best—bringing ideas to life. Her clear vision sets a strong foundation that aligns our efforts with the client's goals and our design teams. The clarity lets us refine and enhance concepts effectively, resulting in a more streamlined, productive workflow, and helps elevate projects to new heights.”
- Jennifer Crosby, IIDA | President & CEO of Crosby Design Group
"Vicki's innovative design collaboration process was instrumental in shaping the landscape plan for The Porter. Engaging in early brainstorming sessions with other design teams allowed us to align our vision from the outset, for a cohesive and well-integrated design. The collaborative approach Vicki fostered was key to ensuring that every element came together seamlessly."
- Erik D. Jarkins, PLA | Owner and Principal of Design and Landscape Architecture at Ironwood Design Group, LLC
"Vicki was instrumental in creating the brand for The Indie. She handed us a building with a cohesive story and timeless design, giving us a significant advantage in leasing and resident satisfaction. I believe properties with a clear identity are easier to market and are more attractive to potential and current residents. As a result, we see higher leasing rates and more satisfied residents."
- Tracy Bowers, CPM, MBA, BBA | Managing Partner at Gallery Residential
"Working with Vicki on The Botanist was an exceptional experience. Her process provided a clear vision, allowing us to focus on what we do best—crafting impactful designs. She seamlessly brought together diverse ideas while ensuring the project remained aligned with its core goals. Collaboration was both efficient and inspiring. The final result is something we’re incredibly proud of."
- Tammy Lippman, Assoc. IIDA | Senior Associate, Director of Design at Hickok Cole Architects
“Vicki is the ultimate marketing professional. She is passionate about her craft and her enthusiasm for a new project is contagious. She is a solution-oriented do-er who ALWAYS goes the extra mile. Her ability to craft a focused narrative gives us a clear path to create marketing materials that truly resonate. Because of her on-point strategic direction, we can focus our creativity and produce campaigns that are not only visually compelling but more effective, generating qualified traffic and measurable results. Vicki sets us up for success every time."
- Christine S. Malloy | Principal, Ads Intelligence Marketing
"Vicki’s approach helps us succeed from the very beginning. She gives the building a clear story and a well-thought out design which makes it stand out to everyone who visits. Potential residents quickly connect with the spaces because it feels planned and carefully designed, making it easier to lease apartment homes. Commodore isn't just an ordinary building, it’s a place with a story that people want to join."
- Kim Spehr | Managing Director, Property Management at Rangewater