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Responses by Sandra Di Leo, partner and creative director, Cinderbloc.

Background: Nestled amid stately Victorian houses and tree-lined streets in the Toronto neighborhood of Yorkville—a coveted community synonymous with prestige, glamour and opulence—the residences at 10 Prince Arthur offer a lifestyle of unrivaled elegance and exclusivity. The site was designed to reflect and showcase the luxury product offering with the intent to have interested buyers register online. The target audience is upmarket end-users—design-savvy buyers between 40 and 65 years of age looking to purchase a home in the affluence sector of Toronto’s real estate market.

Design core: The site is an extension to the marketing and branding collateral developed for the project. It was designed with a contemporary editorial feel, using large areas of unoccupied space throughout the sections, mirroring the vastness of the wide-open living spaces of the residences. The main objective of the site was to provide a great user experience to our targeted demographic. When users enter the site, they are greeted by a video tour of one of the suites, which evokes the feeling of being in the actual space and enables potential purchases to get a glimpse of the 10 Prince Arthur lifestyle. The use of parallax scrolling, sophisticated typography animations throughout the site and navigational animations—such as the custom-cursor detail—add to the UX.

Favorite details: I am most proud of how the interactive neighborhood map came to life. It truly reflects the essence of Yorkville.

Challenges: Designing a site that was progressive yet user-friendly for an older demographic. Design elements were incorporated to ensure a positive UX for these users, such as the register button and the sales office’s phone number on every page, full-screen product visuals, minimal copy, large menu type, and navigational animations, like the arrow that cues the user to scroll down.

Special navigational features: The navigation bars are visible when the user scrolls down from the landing page and brand animation to the suite video. If the user keeps scrolling down through the intro section and they reach the last page, the navigation menu comes up automatically, directing them to visit another section. The scrollable navigation menu is designed with a large typographic treatment and animated type. Each section is numbered and has its own corresponding image when you roll over the menu items, with the images intended to be visual cues for the user.

Technology: The site was developed as a custom WordPress site.

10princearthur.com

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