Skyllen Pacific is a relatively new developer to Vancouver and 618 Carnarvon was their first high rise project in the city. The development had been positioned as an affordable (relatively) option in New West, targeted at young couples and families. We created a more youthful, energetic brand to target this market. The digital experiences extended this concept further with the goal of enticing potential buyers to venture out to New Westminster and visit the Presentation Centre.
Like most of the Metro-Vancouver area, New Westminster is experiencing a huge growth in real estate developments. We had to entice potential buyers to visit the city and explore the presentation centre. It was important to offer more value to the user that extended past the properties themselves, as relative to other developments going up in New West congruent with 618, this project had a lower budget.
Skyllen Pacific, Rennie Marketing
Easy to explore
For this project we focused on improving via iteration. We produce a lot of similar products for a multitude of clients, so we went back and assessed much of previous work to inform this next project. As these websites are primarily Sales and Marketing tools we often focus on translating the branding storyline to digital as faithfully as possible, and that was the case with this project as much as any other.
This site also serve a secondary function which is to allow users to browse and discover homes that match their needs. While most of the sales happen in person at a presentation centre, it is important for our users that they can quickly and easily access the most important information to them divorced of marketing speak: Floorplans and layouts of homes they will be potential buying.
To this end we revamped a lot of the smaller interactions with the floorplans section. We made it more easily reached from the site navigation by making it a primary link. And we made smaller usability improvements like the layout of the filters for the plans and the content present in the plan window (adding context plates and in-line browsing) .
To produce a successful product in a competitive market means getting our work out as quickly as possible for our clients. To this end, detailed style guides have been a fantastic internal tool that smooths out the transition from design to development, and allows us to ensure constancy across all platforms.