A bold, architectural website for a Minneapolis real estate firm that specializes in the repositioning and repurposing of old buildings, reflecting their transformative and visionary work.
Landing Page
Client Requirements & Pain Points:
Willow Peak is a real estate firm with a unique focus: acquiring outdated properties and transforming them into valuable, modern assets. Their requirements were complex:
Communicate a Complex Niche: The concepts of "repositioning" and "repurposing" needed to be made clear and compelling to potential investors, partners, and sellers.
Project Vision & Scale: The website had to feel as ambitious and transformative as their projects, moving beyond a standard real estate portfolio.
Establish Authority: They needed to be seen as experts and visionaries, not just property flippers.
Attract the Right Partners: The site needed to filter for sophisticated partners who understand and are interested in long-term, value-creating projects.
My Approach & Understanding:
I approached this as a branding and storytelling challenge. The website needed to be a narrative about transformation and potential.
Metaphorical Design: I used strong, architectural typography and a striking color palette (black, white, gold) to echo the brand's strength and premium positioning. The name "Willow Peak" itself inspired a logo mark that suggests growth and ascent.
Storytelling Structure: The copy doesn't just say what they do; it tells a story of "seeing the future of a place before the first brick is laid." The "Our Focus" section is dedicated to educating the visitor on their unique process.
Portfolio as Proof: The projects are presented not just as buildings, but as case studies in transformation, showcasing the "before and after" vision that is core to their business model.
Challenges Faced:
Visualizing the "Before & After": For ongoing or future projects, there often isn't a physical "after" to photograph. We had to rely on strong copy and the brand's vision to convey the potential.
Balancing Corporate and Creative: The firm needed to be seen as both a serious investment partner and a creative visionary. The design had to balance professional trust with innovative flair.
How I Solved These Challenges:
Conceptual Imagery: In lieu of completed project photos, I used high-quality, evocative stock and architectural renderings that suggest transformation, modernity, and success, allowing the visitor's imagination to fill in the blanks.
Tone of Voice: The copy was crafted to be confident and authoritative, using terms like "strategic acquisition," "value creation," and "vision." This positions them as strategic partners rather than simple contractors.
Strategic Process Breakdown: By clearly outlining their three-step focus (Identify, Reposition, Repurpose), I demystified their complex service and built a framework of expertise and reliability that appeals to serious investors.
Results:
The Willow Peak website successfully functions as a cornerstone of their brand identity. It articulates their complex business model with clarity and sophistication, attracting the right caliber of partners and opportunities. The site has become a key tool in their pitch process, effectively communicating their unique value proposition and vision for urban transformation.