Turning a hidden real estate firm into a recognizable luxury brand

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

Turning a hidden real estate firm into a recognizable luxury brand

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

Turning a hidden real estate firm into a recognizable luxury brand

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

Role

Lead UI + Product Design + Branding + Project Management

Team

Myself (design lead), Development team (3)

Myself (design lead), Development team (3)

Live site

vitagroupus.com

vitagroupus.com

vitagroupus.com

Vita Group had no online presence in a saturated luxury real estate market where 51% of buyers begin their search online. Their diverse business, spanning brokerage, construction, and property management, was unknown and disconnected. I led the full UX and visual design effort to change that. I created a distinct brand, a design system, and a modern responsive website, which gave them the credibility they were missing. The result was a cohesive digital presence that built trust and positioned them to scale in an increasingly competitive market.

design with impact

Branding with purpose

The Challenge

Before our redesign, Vita Group had no online presence, relying solely on word-of-mouth referrals. In a competitive luxury real estate market where 90% of homebuyers start their search online, this lack of digital visibility made them nearly invisible. Without a brand identity, visual consistency, or credibility signals, they struggled to stand out among established competitors with polished online experiences.

50%

of potential clients said they would skip firms without an online presence

The Challenge

Before our redesign, Vita Group had no online presence, relying solely on word-of-mouth referrals. In a competitive luxury real estate market where 90% of homebuyers start their search online, this lack of digital visibility made them nearly invisible. Without a brand identity, visual consistency, or credibility signals, they struggled to stand out among established competitors with polished online experiences.

50%

of potential clients said they would skip firms without an online presence

The Challenge

Before our redesign, Vita Group had no online presence, relying solely on word-of-mouth referrals. In a competitive luxury real estate market where 90% of homebuyers start their search online, this lack of digital visibility made them nearly invisible. Without a brand identity, visual consistency, or credibility signals, they struggled to stand out among established competitors with polished online experiences.

50%

of potential clients said they would skip firms without an online presence

The Solution

VITA Group was growing fast but lacked a cohesive brand and digital presence. Their visuals didn't reflect the luxury space they were in. I built the brand from the ground up, creating a flexible logo system and a responsive site. I also designed key features like interactive maps and an intuitive search. The result was a cohesive digital presence that gave them the credibility needed to scale.

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

The Solution

VITA Group was growing fast but lacked a cohesive brand and digital presence. Their visuals didn't reflect the luxury space they were in. I built the brand from the ground up, creating a flexible logo system and a responsive site. I also designed key features like interactive maps and an intuitive search. The result was a cohesive digital presence that gave them the credibility needed to scale.

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

The Solution

VITA Group was growing fast but lacked a cohesive brand and digital presence. Their visuals didn't reflect the luxury space they were in. I built the brand from the ground up, creating a flexible logo system and a responsive site. I also designed key features like interactive maps and an intuitive search. The result was a cohesive digital presence that gave them the credibility needed to scale.

2x

increase in qualified inquiries within the first 30 days, based on agent-reported leads.

Discovery Goals

Defining a Digital Presence

To ground the redesign in real user needs, we set out to understand the current digital landscape for luxury real estate. Our goal was to uncover key opportunities for Vita to establish a powerful online presence that could build trust and credibility from day one.

Discovery Goals

Defining a Digital Presence

To ground the redesign in real user needs, we set out to understand the current digital landscape for luxury real estate. Our goal was to uncover key opportunities for Vita to establish a powerful online presence that could build trust and credibility from day one.

Discovery Goals

Defining a Digital Presence

To ground the redesign in real user needs, we set out to understand the current digital landscape for luxury real estate. Our goal was to uncover key opportunities for Vita to establish a powerful online presence that could build trust and credibility from day one.

Understand + Ideate

Research & Strategy

Research & Strategy

To ground the redesign in real user needs, we set out to understand the current digital landscape for luxury real estate. Our goal was to uncover key opportunities to establish an online presence that could build trust and credibility. We aimed to identify the precise features and design elements that would resonate with a high-end clientele.

My process involved:

  • Audits of top firms revealed a clear pattern of features that Vita lacked, like advanced filters and neighborhood insights.

  • We filled a market gap by building a digital presence that directly matched Vita's luxury homes.

Design

Design Execution

Design Execution

I built the responsive website and visual identity from the ground up to match the caliber of Vita’s listings. I also used AI-supported wireframing to accelerate and refine the design, ensuring a clear and structured flow that seamlessly integrated the brokerage, construction, and property management sectors.

My core activities included:

  • Created a unified navigation for multiple business sectors.

  • Designed a complete brand identity and scalable visual system.

Validate

Testing & Refinement

Testing & Refinement

I continuously refined the experience based on agent input and internal reviews. These fast feedback loops helped us prioritize what mattered to users, and what didn’t, ensuring the final product delivered on its goals. This process was key to ensuring the final product met both user needs and business objectives.


What we learned:

  • Agent feedback confirmed that the new design improved their client interactions.

  • Usability testing confirmed that the unified navigation made it easy for users to explore all business sectors.

User Personas

Understanding the Luxury Buyer

To create a unified digital presence that felt both credible and personal, I created two primary personas. Each one reflected a key client segment with distinct needs, behaviors, and expectations. These helped keep me aligned on who I was designing for and why my decisions would build trust.

“I just wanted to see what was available and get a feel for the neighborhoods, but most websites made it hard to even get started.”

Isaiah Thompson // 38 – Dream Home Buyer

Frustrated by confusing site layouts, and limited search filters.

“If I can’t quickly see what makes the home or neighborhood special, I’m out."

Charlotte Snow // 50 – Real Estate Investor

Wanted clear neighborhood info to make confident decisions.

“I just wanted to see what was available and get a feel for the neighborhoods, but most websites made it hard to even get started.”

Isaiah Thompson // 38 – Dream Home Buyer

Frustrated by confusing site layouts, and limited search filters.

“If I can’t quickly see what makes the home or neighborhood special, I’m out. "

Charlotte Snow // 50 – Real Estate Investor

Wanted clear neighborhood info to make confident decisions.

Iterations + Wireframes

From Concept to Creation

I evolved the initial wireframes into a polished, high-fidelity design. Using tools like Uizard for AI-supported wireframing, I rapidly iterated on the layout and functionality, ensuring a seamless user flow before moving into final visual design.

Homepage

Goal: Create a clear and compelling landing page that quickly communicates Vita's value to high-end buyers and directs them to explore listings or learn more.
Features: I designed a strategic hero section with prominent calls to action, followed by scannable sections for listings, communities, and agent expertise. The information hierarchy was prioritized based on user flow insights and stakeholder goals.
Impact: The page allows buyers to instantly understand Vita's offering and navigate to key areas without friction, setting a tone of trust and professionalism from the very first scroll.

Detail town home

Goal: Showcase luxury townhomes in a way that’s rich with detail, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top navigation (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. I paired detailed property specs with local context like schools, walkability, and commute info.
Impact: Users get a complete view of a home’s value and lifestyle fit without feeling overwhelmed. Everything from the elegant imagery to the local context builds confidence in the listing and reflects the luxury standard Vita represents.

Iterations + Wireframes

Shaping the experience through feedback

Using Uizard and Figma I evolved wireframes into a high-fidelity design, guided by testing and feedback.

Homepage

Goal: Create a clear and compelling landing experience that quickly communicates Vita’s value to high-end buyers and directs them to explore listings or learn more.
Features: Strategically placed hero messaging with a prominent call-to-action, followed by scannable sections for listings, communities, and agent expertise. Information was all prioritized based on user flow insights and stakeholder goals.
Impact: Buyers can instantly understand Vita’s offering and navigate to relevant areas without friction, setting the tone for trust and professionalism from the very first scroll.

Detail custom home

Goal: Showcase luxury townhomes in a way that’s detail-rich, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top nav interface (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. Detailed property specs are paired with neighborhood context like local schools, walkability, and commute info.
Impact: Users get a complete view of the home’s value and lifestyle fit without feeling overwhelmed. Everything from elegant imagery to localized context builds confidence in the listing and reflects the luxury standard Vita represents.

Iterations + Wireframes

From Concept to Creation

I evolved the initial wireframes into a polished, high-fidelity design. Using tools like Uizard for AI-supported wireframing, I rapidly iterated on the layout and functionality, ensuring a seamless user flow before moving into final visual design.

Homepage

Goal: Create a clear and compelling landing page that quickly communicates Vita's value to high-end buyers and directs them to explore listings or learn more.
Features: I designed a strategic hero section with prominent calls to action, followed by scannable sections for listings, communities, and agent expertise. The information hierarchy was prioritized based on user flow insights and stakeholder goals.
Impact: The page allows buyers to instantly understand Vita's offering and navigate to key areas without friction, setting a tone of trust and professionalism from the very first scroll.

Detail town home

Goal: Showcase luxury townhomes in a way that’s rich with detail, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top navigation (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. I paired detailed property specs with local context like schools, walkability, and commute info.
Impact: Users get a complete view of a home’s value and lifestyle fit without feeling overwhelmed. Everything from the elegant imagery to the local context builds confidence in the listing and reflects the luxury standard Vita represents.

Iterations + Wireframes

Shaping the experience through feedback

Using Uizard and Figma I evolved wireframes into a high-fidelity design, guided by testing and feedback.

Homepage

Goal: Create a clear and compelling landing experience that quickly communicates Vita’s value to high-end buyers and directs them to explore listings or learn more.
Features: Strategically placed hero messaging with a prominent call-to-action, followed by scannable sections for listings, communities, and agent expertise. Information was all prioritized based on user flow insights and stakeholder goals.
Impact: Buyers can instantly understand Vita’s offering and navigate to relevant areas without friction, setting the tone for trust and professionalism from the very first scroll.

Detail custom home

Goal: Showcase luxury townhomes in a way that’s detail-rich, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top nav interface (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. Detailed property specs are paired with neighborhood context like local schools, walkability, and commute info.
Impact: Users get a complete view of the home’s value and lifestyle fit without feeling overwhelmed. Everything from elegant imagery to localized context builds confidence in the listing and reflects the luxury standard Vita represents.

Iterations + Wireframes

From Concept to Creation

I evolved the initial wireframes into a polished, high-fidelity design. Using tools like Uizard for AI-supported wireframing, I rapidly iterated on the layout and functionality, ensuring a seamless user flow before moving into final visual design.

Homepage

Goal: Create a clear and compelling landing page that quickly communicates Vita's value to high-end buyers and directs them to explore listings or learn more.
Features: I designed a strategic hero section with prominent calls to action, followed by scannable sections for listings, communities, and agent expertise. The information hierarchy was prioritized based on user flow insights and stakeholder goals.
Impact: The page allows buyers to instantly understand Vita's offering and navigate to key areas without friction, setting a tone of trust and professionalism from the very first scroll.

Detail town home

Goal: Showcase luxury townhomes in a way that’s rich with detail, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top navigation (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. I paired detailed property specs with local context like schools, walkability, and commute info.
Impact: Users get a complete view of a home’s value and lifestyle fit without feeling overwhelmed. Everything from the elegant imagery to the local context builds confidence in the listing and reflects the luxury standard Vita represents.

Iterations + Wireframes

Shaping the experience through feedback

Using Uizard and Figma I evolved wireframes into a high-fidelity design, guided by testing and feedback.

Homepage

Goal: Create a clear and compelling landing experience that quickly communicates Vita’s value to high-end buyers and directs them to explore listings or learn more.
Features: Strategically placed hero messaging with a prominent call-to-action, followed by scannable sections for listings, communities, and agent expertise. Information was all prioritized based on user flow insights and stakeholder goals.
Impact: Buyers can instantly understand Vita’s offering and navigate to relevant areas without friction, setting the tone for trust and professionalism from the very first scroll.

Detail custom home

Goal: Showcase luxury townhomes in a way that’s detail-rich, intuitive to navigate, and aligned with Vita’s elevated brand.
Features: The page uses a top nav interface (Overview, Gallery, Floor Plans, Site Plans, Finishes, Availability, Maps) to break up content and let users dive directly into what matters to them. Detailed property specs are paired with neighborhood context like local schools, walkability, and commute info.
Impact: Users get a complete view of the home’s value and lifestyle fit without feeling overwhelmed. Everything from elegant imagery to localized context builds confidence in the listing and reflects the luxury standard Vita represents.

Establishing the brand
Creating a luxury real estate brand

To elevate Vita Group from an offline-only business to a credible digital brand, I built a complete brand identity and a scalable visual system. This foundation included a new logo, typography, and a tailored color palette designed to attract a luxury audience, setting a professional tone for the entire experience.

Establishing the brand
Creating a luxury real estate brand

To elevate Vita Group from an offline-only business to a credible digital brand, I built a complete brand identity and a scalable visual system. This foundation included a new logo, typography, and a tailored color palette designed to attract a luxury audience, setting a professional tone for the entire experience.

Establishing the brand
Creating a luxury real estate brand

To elevate Vita Group from an offline-only business to a credible digital brand, I built a complete brand identity and a scalable visual system. This foundation included a new logo, typography, and a tailored color palette designed to attract a luxury audience, setting a professional tone for the entire experience.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Building on the wireframes and brand system, I translated the core user flows into a high-fidelity design. The final experience balances elegance with functionality, creating a luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Building on the wireframes and brand system, I translated the core user flows into a high-fidelity design. The final experience balances elegance with functionality, creating a luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Building on the wireframes and brand system, I translated the core user flows into a high-fidelity design. The final experience balances elegance with functionality, creating a luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Building on the wireframes and brand system, I translated the core user flows into a high-fidelity design. The final experience balances elegance with functionality, creating a luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire.

The stats

Impact at a glance

These metrics highlight the immediate results of launching Vita Group’s new brand and website. With zero online presence before, we quickly saw strong signals that the experience was working.

+60%

Increase in qualified inquiries after launch

1 month

Time it took to land their first custom home client from the website

3x

Faster listing browsing with interactive layouts and smart content organization