Branding and product design for The Brooklyn Grove
I created the brand identity and was involved with the client and all the partners early on. Designing the logotype, picking the brand colors and fonts, selecting the brand imagery and art directing the photoshoots; I was able to create a consistent brand. Style guidelines were created.
We translated our brand story to a digital product that would give users an idea of the neighborhood they would live in.
I created a UI kit to make sure the brand would stay consistent on its digital applications.
Design & Prototype
Design & Prototype tools
Collaboration with experts
Real estate developer (client)
Sales team (client)
Group focused meetings with stakeholders helped finding what to prioritize in the navigation through showing mockups with Marvel app. The point was to respect both the brand story and to give the user ways to get to his goal as quickly as possible.
One of the main user goal communicated by the sales team was the ability to go to the availability section and download a floor plan quickly from the home page.
Prototypes, tests & findings
Testing the prototype we built on Marvel App, we were able to collect insights on how users reacted to it and made several changes in the structure of the website, specially on mobile.
A UI kit was created to be sure the brand stays consistent on the digital platforms, specially before handling it off to the sales team and social media team who will keep on building collateral for the brand.
To be done
Conducts usability testing on the website to get insights on how users reach their goals and if they get what they need from the product.
Get analytics on where users go first when they land on the website. Do they get right away to the availability section as the sales team is expecting them to?
To be improved
Make the responsive aspect of the website more efficient on small screens. Some tablets and mobile screen sizes feel a bit clunky.
Add a preview of the floor plans without having to download them.
Make some of the buttons/CTA bigger and more visible.
What I learned
Prototyping with tools like Marvel app helps the client to understand the concept but also helps programmers to get how the design has to be developed on the web and how it should flow.
Designing a separate mobile version is sometimes better than to expect a responsive website to work well on mobile.