West Village — Painting the perfect front door
West Village is a new precinct being developed in Brisbane’s burgeoning West End, marketed under the proposition ‘your new global neighbourhood’. Property sales and Marketing specialists Link Marketing are responsible for promoting apartment sales, and approached us to help them create a marketing site for the development, doubling up as a toolkit to help local estate agents manage a sale.
Adapting the existing West Village brand identity to the digital space, we dialled back the colour palette, and emphasised softer, pastel shades to add a more luxurious feel, and better appeal to a more female audience.
Like any sales pitch, first impressions count, so we worked hard to paint a picture of an aspirational lifestyle – big, beautiful imagery, complemented by layered shots, and candid reportage polaroids to create an authentic representation of what it’s like exploring a global neighbourhood.
This identity, played out in the digital space, offers a taste of the lifestyle, and made exploring the development instantly appealing, like browsing the pages of a fashion magazine, or catching up with a favourite style blog.
Large sliders offered a hero message to aid navigation, while an interactive local map showcased local amenities, businesses and attractions, and a ‘what’s on’ section to further enrich the story, demonstrating what an active, lively neighbourhood West Village is a part of.
We built the whole site with a Mandarin Chinese translation, to accommodate Chinese buyers.
Where style meets substance
Behind the visually appealing exterior, was some handy functionality for estate agents, enabling them to create tailored shortlists for clients.
Agents could send direct invites to prospective purchases, with a log-in enabling them to enjoy a bespoke experience, guiding them through the story of the development, and serving up options on available properties that matched their profile and needs. This was supported by impressive CGI images, floor plans, and the chance to request a reservation on a property, making it easy to not only experience what it might be like to live there, but the ability to make it happen.
Designed for all devices
The site was optimised for a seamless experience on tablet and mobile, where a large number of potential purchasers would be viewing it.