Tower 67, a luxury high-rise rental building near Lincoln Square, approached The Spark Group to create a new digital experience that would predict the needs of current and prospective residents by informing them of the building’s key features and amenities.
We applied learnings from past luxury real estate website projects like GramercyParkLofts.com to create this new digital home for Tower 67. With data from from these previous projects, we were able to analyze how online visitors navigate through real estate websites to determine what links they visit most frequently and which pages they interact with most often.
After analyzing this data, we decided to move forward and create a new brand image through a website that is simple, clean, and easy to navigate. Knowing what information visitors are most interested in allowed us to place the most important features on a homepage that is highly engaging with bold headlines and beautiful imagery.
The Spark Group worked closely with Tower 67 to create a new logo that accurately represented the sophisticated qualities of the building through a unique perspective, distinguishing the brand from other luxury buildings. Together, we developed the brand colors, imagery, messaging, and tone for use in Tower 67’s online and print materials.
Our designers and developers worked together with the goal of making Tower 67’s digital experience feel as seamless as possible. The crux of this new design was the prioritization of informative content so visitors can find the most important information as soon as they arrive at the website. The end result is a sleek responsive site that functions smoothly across all desktop and mobile devices.
We understood the importance of capturing the unique lifestyle offered by Tower 67, and to convey this sense of functional luxury we produced a video exploring the main elements of the building, the amenities in each residence, and the key features of the surrounding neighborhood.