Earlier work · Brand & web · 2021
Star Studios a cluttered leasing site, unified under one brand.
Star Studios is a boutique serviced-apartment brand on Hong Kong Island. Its 2016 website had become cluttered, brand-heavy and hard to navigate, and Swire had added new apartments nearby that needed to sit under the same name. I refreshed the brand illustration and redesigned the site.
1 What people told me
A strong brand was getting in the way of finding a flat
I interviewed existing tenants and local property agents. They were confused by the unusual navigation bar and ambiguous button names, and found floorplans hard to reach. Agents wanted something they could use to present apartments; tenants wanted clear floorplans, the design variations and street views.
The redesign had three goals: get information to prospective tenants fast, extend the brand to the new properties, and meet marketing's objectives. In a feature prioritisation workshop with the marketing team we cut time-sensitive Star Street Precinct listings and outdated promo videos, and consolidated fragmented apartment information instead.
2 The result
One brand, one site, easier to use
The new site brought Swire's apartments under the Star Studios brand, and enquiries and applications went up. User testing showed people found information more easily.
Built by Assembly HK. Content and product direction: Swire Properties residential marketing. add figures if you have them