Concert Properties
In 2019, I had the privilege of assuming a leadership role in shaping the art direction and crafting the web experience for a widely acclaimed Canadian Property Development company.
Role
Art Direction, User Experience Design
Agency
Domain7, Monday Creative
Client
Concert Propeties
Year
2019
The old Concert Properties website suffered from limited visual appeal and disorganized content, causing difficulties for both current and potential buyers and renters in accessing critical information for decision-making, warranty claims, and damage reporting. Additionally, it failed to effectively showcase the high-quality craftsmanship inherent in Concert's building projects and work.
At the outset of the project, we began with Concerts' existing brand identity. However, as we delved deeper into the project's objectives, it became evident that this brand needed to evolve to better align with their future goals and vision. To facilitate this transformation, I started exploration through the use of style tiles—which allowed us to explore various design directions, typography choices, colour schemes, and visual elements.
As the process unfolded, we recognized the need for specialized expertise in brand evolution. We forged a partnership with Monday Creative, a design agency renowned for its proficiency in brand development. This collaboration enabled us to entrust the refinement and expansion of Concerts' brand identity to experts in the field, while we directed our efforts towards optimizing the user experience of their forthcoming website. This strategic division of labor allowed us to create a holistic solution that not only met their immediate digital needs but also positioned Concerts for a successful future.
In the initial stages of design, we started on an exploration of creative possibilities, aiming to establish a dynamic relationships between typography and geometric shapes. We adhered to a restrained colour palette, opting for subtlety in the visual elements.
One interesting aspect of the design system was the integration of circular shapes into our design ethos. These circles served a dual purpose – they artfully framed images, drawing the viewer's eye to key content, while simultaneously introducing a delightful contrast to the ubiquitous straight lines that often dominate web design. This interplay of shape and form aimed to create a visually engaging and harmonious user experience.
We conducted user testing using prototype versions of our visual designs to ensure that we were effectively catering to the diverse needs of our user base. During these sessions, we encouraged participants to share their thoughts aloud as they navigated through various tasks on the website, such as locating rental options or exploring the process for submitting a warranty claim.
After conducting user testing, we implemented significant enhancements to the pathways and content organization, making it more intuitive for users to explore rental options, locate warranty information, and delve into senior living spaces. This involved a strategic reordering of content placement.
In response to valuable user feedback highlighting sections that felt visually overwhelming, we embarked on a transformation of our overall visual design system. This journey led us to embrace a more minimalist approach, enabling images to play a more prominent role in infusing personality into the overall design.
