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Responses by One Design

Background: Last year the One Design team partnered with JLL Income Property Trust, a non-traded real estate investment trust (REIT), to rebrand and create a suite of communication tools useful for financial advisors, investors and internal sales teams. The new website for JLL Income Property Trust was a critical component of its communication strategy—an up-to-date portal for financial data related to the offering and a dynamic showcase for properties within the portfolio.

Highlights: Competitive investment vehicles were all branded more or less the same, with conservatively neutral typography, a palette of blue and abstract imagery focused on glass and the sky. Our design intent was to bring the humanity and elegance back to a premium player in the space—in a way that would allow JLL Income Property Trust to not only stand out from the crowd, but also to build a connection with target audiences.

Challenges: Regulatory review and approval! With good reason, investment products in the financial sector are heavily regulated, so every bit of content—from each word to each image—was subject to extensive legal scrutiny.

Favorite details: Striking a balance between the desire for a refined and elegant brand expression and the need for a utilitarian, content-heavy communication toolkit. We flexed our typographic muscle, created a toolkit of supreme utility for the client, and raised the bar in the space for how a premium investment offering can present itself.

Technical features: The best blend of brand, user experience and technical data integration is showcased on the pages dedicated to the daily NAV and the property index. We’re supremely proud of the functionality on display in these sections of the site.

Anything new: Creating a website always presents a new technical or communication challenge for the team. But to be honest, it was working with a client in a highly volatile and evolving industry that kept us on our toes. Industry regulations were shifting in real-time during our collaboration and the need to be nimble across the board was never more important!

jllipt.com

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