Responses by Chelsea Flaming, chief executive officer, Oui Will.
Background: This site was to launch the new brand we created for Connect Homes, an architect-founded, Los Angeles–based startup making modern living more accessible by revolutionizing how we build, buy and live in our homes. The Connect Home goes beyond prefab, offering nineteen different models, and a completely new system that maximizes quality construction, materials, design and sustainability, while minimizing the cost and headache associated with logistics. This innovation, along with surging real estate prices and changes in lifestyle priorities, makes Connect Homes a great option for homeowners that don’t want to compromise on living in a modern, Dwell-worthy dream home.
Design core: For most of us, the biggest purchase we’ll ever make is a home. Whether we’re talking about a condo or a mansion, housing is the largest portion of most of our budgets. We wanted to present Connect Homes’s models less like a housing development showcase and more like a product that enables users to imagine and define the lifestyle they want.
The use of 3-D on the site let us translate abstract value propositions into compelling brand storytelling. It offered full stylistic creativity and control, creating another visual layer to strengthen the identity system.
Challenges: As it is in most cases, the challenging part of the site is telling the story in a way that communicates its meaning to our audience and connecting them with the value proposition. Balancing the right visuals and design with the right storytelling to create an interactive, intuitive experience is always a fun challenge and a delicate dance.
Navigation: Through an experiential introduction, we prompt the user to rethink homes and outline how simple it can be to have a custom-built modern home without moving. The images of beautiful, aspirational homes are evidence of the final product, while the 3-D graphics and messaging convinces users on its feasibility. The home experience is triggered via scroll, and guided via calls to action and navigational cues. A progress bar helps orient the user throughout the scroll journey.