Framer development - Arden House
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Arden House : From vision to home.
A real estate website concept designed for a Canadian property development company that develops, builds, and sells homes.
The goal was to create an experience that feels premium and trustworthy while making the journey from discovering a property to starting a conversation feel simple and human.
Role: Product Designer
Scope: UX Strategy · UI Design · Interaction Design
Platform: Framer
The Challenge
Most real estate websites are heavily focused on listings, prices, and specifications. While these are important, they don't always communicate the experience, people, and expertise behind the property.
Arden House needed a website that could do more than showcase homes. It needed to communicate:
What the company does
How they help people find or build a home
Why customers should trust them
How users can take the next step
Hero image
Discover
The hero introduces the central idea immediately:
Every Home Begins With a Journey.
Rather than opening with a generic statement the headline positions Arden House around the experience of getting home, not simply the property being sold.
Why the house image?
The architectural image gives the user an immediate visual representation of the product while the dark, warm environment creates a premium first impression.
I also used the image as more than decoration.
The house becomes the destination of the journey introduced by the headline.
Supporting statistics
The statistics underneath provide an immediate layer of credibility:
32+
Homes delivered
120+
Clients served
98%
Client satisfaction
25+
Years of experience
Rather than placing statistics in an isolated "About Us" section, I positioned them within the hero so users receive early evidence that there is an established company behind the visual st
Explore
Why cards?
Cards create a consistent visual structure that makes properties easy to scan and compare without forcing users to open every listing.
The photography receives the largest visual area because, for property discovery, visual context is critical to forming an initial impression.
Why only a few properties?
Instead of overwhelming the homepage with a large inventory, I used a curated selection.
The homepage's job is to create interest and encourage exploration—not reproduce the entire property database.
The CTA then allows users to move into the dedicated property experience.
Understand
A home built around you.
One of the key differentiators of Arden House is that it isn't positioned purely as a brokerage.
The company can also develop and build homes.
That needed to be communicated without turning the website into a construction-company website.
The solution
I introduced a dedicated Build With Us section using a combination of:
Human photography
Short, conversational copy
A strong statement
A simple process
A clear CTA
The visual shows people actively working together rather than simply showing a finished building.
Why?
Because custom homebuilding is fundamentally about collaboration.
The image communicates:
There are real people behind this process who will work with you.
This also reinforces the broader brand promise:
Your vision → Our expertise → Your home
Trust
Built on trust.
Real estate is a high-consideration purchase.
A polished interface alone isn't enough to create credibility.
So I deliberately introduced human proof through a testimonial and real-person imagery.
Instead of making the testimonial a large wall of text, I paired it with a portrait.
Why the portrait?
The testimonial becomes associated with a person rather than an anonymous quote.
This supports the site's broader strategy of making Arden House feel human and approachable, rather than like a faceless property company.
Trust signals are particularly important in real estate because users often have concerns around the accuracy of listings, credibility, and the people they're dealing with.
Arden house landing page
The Outcome
A real estate website that sells the experience, not just the property.
The final design positions Arden House as more than a company with houses for sale.
It presents the organization as a partner in the journey toward home.
The experience balances:
Brand
Premium, architectural, warm
UX
Clear, sequential, low-friction
Business
Properties, development, construction, enquiries
Human
People, stories, trust, conversation
The result is a homepage that moves users through a deliberate narrative:
See the vision → Explore the possibilities → Understand the process → Build trust → Start a conversation
Currently Open to Work
Always open to good ideas, interesting projects, and new opportunities.
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Posted Sep 4, 2026
A real estate website concept designed for a Canadian property development company that develops, builds, and sells homes.
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