ELM (Executive Lifestyle Management)
Executive Lifestyle Management is a white-glove lifestyle and household management company that supports ultra-high-net-worth individuals and families. Their work centers on removing friction from already full lives by managing the details, tasks, and moving pieces that limit their time freedom.
What sets ELM apart is its founder, Jennifer Racioppi. Her approach to lifestyle management is deeply informed by her background in psychology and two decades in the hospitality industry anticipating needs, solving problems, and creating ease behind the scenes.
Our job was to take the level of care Jennifer was already delivering and turn it into a brand that could be felt immediately: refined, trustworthy, discreet and completely buttoned up.
The Challenge
Jennifer had already built something remarkable: a trusted lifestyle management company working with high-profile people and homes. Her clients rely on her team for discretion, complex logistics and the quiet behind-the-scenes support that keeps their lives moving smoothly.
As ELM continued to grow, the goal was not to make ELM louder. It was to make the brand more aligned with the care, privacy and polish Jennifer already brings into her clients’ lives.
The Solution
Discovery
We started by getting underneath the service list. ELM handles errands, household management, staffing coordination and special projects, but Jennifer’s real value is her ability to anticipate needs, create calm and give clients their time back.
Translation
We shaped the messaging to highlight the emotional payoff of working with ELM getting back the rarest luxury of all: time. The voice needed to feel calm, capable and refined without becoming stiff or overly formal.
Design
Visually, we leaned into restraint. The website, identity and collateral were designed to feel clean, curated and quietly confident, with an experience that signals: this is discreet, established and handled.
The Outcome
The finished brand gives ELM a cohesive presence across every touchpoint, from the website to the visual identity to printed collateral. Instead of relying only on referrals or one-off materials, Jennifer now has a polished place to send prospective clients and a brand experience that reflects the environments she works in.
Executive Lifestyle Management, Founder