Working with Search & Design, I lead the digital marketing design for the 440 West 36th Street property. Because the physical site was still under construction, the business objective was to secure capital and future residents. I needed to design a portal to establish trust, convey the luxurious feel of the property, and drive engagement.
I began with a UX audit in Figma, analyzing high-end residential real estate platforms. By mapping out these competitor interfaces, I identified key UI patterns that successfully communicated our goals: full-bleed environmental imagery, streamlined navigation, a clear color system and precise but understandable architectural diagrams.
Leveraging these insights, I established a cohesive visual identity, selecting typography and color palettes that mirrored the physical architecture.
I iterated through multiple high-fidelity layouts, starting with the homepage. I intentionally minimized text to reduce visual clutter and focus on the product. By stripping away unnecessary UI elements, this interface keeps the investors focus entirely focused on the building and it’s residences.
