ANEW Apartments Website
Introduction
The ANEW Apartments project focused on creating a new web presence for a unique complex comprising six separate buildings, each featuring "micro" lofts. The challenge was to adhere to the existing brand guidelines while developing a marketing strategy that highlights this distinct attribute. The project aimed to attract new target demographics using Squarespace as the website CMS platform.
Project Objectives
New Website Presence for Multiple Buildings: Design a cohesive and integrated web presence that seamlessly connects the six different building addresses.
Highlight Unique Micro Lofts Feature: Develop a marketing strategy that emphasizes the unique "micro" loft concept of ANEW Apartments.
Target New Demographics: Use the new web presence to appeal to specific demographics interested in minimalist, urban living.
Brand Guidelines Adherence: Ensure the new website aligns with the established brand guidelines.
Content Interlinking: Create a navigational structure that allows users to easily explore information about all six buildings.
Key Features and Deliverables
Website Development
Multiple Building Integration: Designed individual pages for each address while maintaining a unified look and feel under the ANEW brand.
Squarespace CMS Utilization: Leveraged Squarespace's capabilities for a visually appealing, user-friendly website.
Interactive Elements: Added functionalities such as "Discover" buttons and resident portal links for each building.
Marketing Strategy
Micro Lofts: Focused the marketing narrative on the unique selling point of "micro" lofts, appealing to those seeking modern, compact living spaces.
Targeted Demographic Engagement: Crafted content and visual elements to attract students, young professionals, and first-time renters in Capitol Hill.
Brand Consistency: Ensured all marketing materials adhered to the brand's established guidelines.
Content Strategy and Interlinking
Seamless Navigation: Implemented an intuitive navigation system allowing users to explore all six buildings easily.
Engaging Content: Developed captivating content for each building, highlighting their proximity to local attractions like Seattle University and Cal Anderson Park.
Testimonials Integration: Included resident testimonials to add credibility and personal touch.
Outcomes and Impact
Enhanced Online Experience: The new website offered a unified yet distinctive look at each of ANEW's buildings, improving user experience.
Increased Engagement: The targeted marketing strategy successfully attracted the desired demographics, as seen in increased inquiries and bookings.
Brand Alignment: Successfully adhered to the brand guidelines, reinforcing ANEW's identity in the competitive Seattle housing market.
Conclusion
The ANEW Apartments project successfully revamped the complex's digital presence, creating a cohesive and engaging website that highlights the unique nature of its micro lofts across six separate buildings. By targeting specific demographics and utilizing the versatility of Squarespace, the project not only adhered to the existing brand guidelines but also effectively communicated the appeal of compact, modern living in Capitol Hill. The new website and marketing strategy successfully attracted a broader audience, showcasing ANEW Apartments as a prime destination for minimalist urban living.
