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I am a digital designer
specialising in user experience
design and brand identity

Small Back Room

Storytelling through a web redesign for a global real estate business

Storytelling through a web redesign for a global real estate business

I help to communicate a brand’s true voice by focusing on what they do
and why they matter. I acheive this by creating emotionally engaging
design work that connects with an audience.

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Project info

I was employed by Small Back Room to handle the web redesign of Pembroke Real Estate. Their website had become a little dated and required a responsive web approach to cater more efficiently for their content. They are a global company with a host of properties obsessed with the little details. I wanted to draw on this rigorous approach and highlight it throughout the website. We devised an updated taxonomy and sitemap, restructuring their content and providing a fresh brand aesthetic.

Small Back Room
Pembroke Real Estate



Web design

Style guide creation

The initial phase required a lot of research and documentation in order to understand who they were and why they mattered. As they are a global company it was important to align their expectations in terms of how the website behaves and looks. We then created a number of personas, a sitemap and wireframes in order to create an efficient user experience.

A number of designed-routes were proposed, each based around a big idea - 'Storytelling,' 'Craftsmanship' and what was essentially an 'Elevator pitch.'

Naturally a number of different themes were liked by the client and it was then a case of refining the designed-routes into one route.

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