Outrigger Pandanas Darwin and Pandanas Darwin are a set of new stylish apartments (both serviced and residential) being built in the heart of Darwin. The website is a crucial element in the marketing of these apartments and represents a first or second point of contact for potential investors.
It is imperative that the website is able to quickly educate and excite visitors on the prospect of owning a Pandanas apartment in the heart of Darwin. Gruden worked closely with the appointed marketing agency to develop design concepts and build the website in line with core brand attributes.
With a clear idea of the target audience for Pandanas, Gruden were able to create design concepts which would appeal to these distinct groups of investors and potential clients. At the time of the website creation, these apartments were yet to be completed.
The primary objective of the website was to convert the target audience and build interest through the site with the aim of contacting the relevant marketing agent for more information. Key ways in which this primary objective was achieved in the final design include:
As a marketing website, first impressions are crucial and need to have an immediate impact. Using a clean homepage design utilising strong imagery quickly sets the tone, and illustrates the offering of Pandanas Darwin and the 'lifestyle' concept.
Images were incorporated for Darwin, along with lifestyle shots and illustrations of the apartments to communicate the key messages and attributes of the brand.
Gruden produced Flash elements to add movement, excitement and vibrancy to the site. The use of Flash effectively communicates multiple messages without the page being content heavy and loosing its focus. The additional use of text overlaying the Flash helps to express subtle messages to support the imagery.
The use of coloured lines within the website design is to tie in with the offline brochure. This creates a consistent look and feel with other marketing collateral for the Pandanas project and assists in consolidating the brand across all communication mediums.
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