Built with Webflow
Website for Exclusive Coliving and Coworking Social Club
Max Martinez
Shaping an unconventional brand for a new way to live, work, feel, and connect
X Co is the real estate development and operations company behind X, a network of member clubs and private residences combining workspace, fitness, hospitality, and community. The brand was already unconventional. The digital experience needed to be just as distinctive.
Role: Digital Designer
Scope: Creative Direction, UI/UX Design, Website Design, Webflow Development
Locations: Chicago, IL; Denver, CO; Phoenix, AZ
Team: Erik Pola (Product Manager), Hugh Laverty (Digital Designer), Jorge Martinez (Visual Designer)
Timeline: Mar 2021 – Sep 2023
Context: Making the digital experience as distinctive as the brand
X was not a conventional real estate company. Its spaces combined private residences, coworking, fitness, events, and community into one lifestyle experience. The existing website communicated the offering, but the brand had much more personality in its physical spaces and social presence than it did online. That gap became the opportunity.
The previous site explained the offering but captured less of the brand's energy and personality.
X Deck: Turning a pitch deck into an interactive experience
The first project started with an unusual request from the executive team. Instead of another presentation deck, they wanted an interactive microsite capable of communicating the scale of the business opportunity while staying true to the X brand.
We treated it more like a digital product than a slideshow. A persistent tree navigation made chapters easy to explore, while pinned content, galleries, virtual tours, and custom graphics gave each section more depth.
Exploring a persistent chapter structure, anchored content, and richer ways to navigate the story.
Bringing the existing brand into a more immersive presentation format.
X Hero: Bringing real community energy to the homepage
The next challenge was the main website hero. X already had a rich stream of photography and video from its clubs, residences, events, and community—but the homepage was not using that material to its full potential.
We looked to the behavior of social platforms rather than traditional real estate websites. The goal was to make the first impression feel dynamic, visual, and slightly unpredictable while still letting visitors absorb the content. The result was a live, CMS-powered media grid bringing community moments directly into the homepage.
Studying how X already expressed the brand most naturally through its social content.
Exploring gallery, motion, and typography patterns outside conventional real estate design.
Testing four different ways to turn rich media into an interactive homepage experience.
Combining the strongest ideas into a structured but dynamic grid system.
Website: Building a digital home for X
The work on the Deck and Hero helped establish a broader visual language for the next version of the website. Split layouts, bold typography, rich imagery, video, and grid-based compositions became recurring patterns.
The goal was not simply to showcase buildings. It was to communicate what being part of X actually felt like.
Extending the new visual language across community, spaces, residences, and conversion.
A repeatable hero system alternating bold messaging with immersive media.
Components: Turning expressive ideas into reusable patterns
The more distinctive the visual system became, the more important consistency was. Interactive patterns such as mosaics, polaroids, story rotators, galleries, and media blocks were developed as reusable Webflow components. Each could adapt to different content and color schemes while sharing the same underlying behavior.
Reusable components bringing consistency to a highly expressive website.
Mobile: Designing around the way the audience already browses
Mobile was central to the experience from the beginning. Many of the interaction patterns were inspired by the apps people already use every day, so the mobile version could lean even further into familiar gestures.
Grid compositions became swipeable experiences. Split heroes prioritized media. Navigation became simpler and more touch-friendly. The challenge was making those interactions feel natural without sacrificing performance.
Simplifying the site architecture into a cleaner, touch-first navigation pattern.
Rebalancing desktop compositions to put media and motion first on smaller screens.
Outcome: A digital experience closer to the real thing
Across the Deck, homepage hero, and broader website, the work helped move X away from conventional real estate patterns and toward something more experiential. The final system borrowed from social media, editorial design, hospitality, and product interfaces—but remained grounded in the places and people that made the brand distinctive.
"Max was integral in helping us design our website to fit our unique needs."
— Erik Pola, Product Manager
More experience. Less real estate.
The digital system gave X a way to show the lifestyle, community, and energy behind the spaces instead of simply describing them.
Full case study (with videos): https://www.maxmartinez.com/work/x-co
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Posted Aug 3, 2026
Digital experience for X, a network of member clubs and private residences combining workspace, fitness, hospitality, and community. I led creative direction, UI/UX, and Webflow development across an interactive pitch microsite, a live media homepage hero, and the website.
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Timeline
Mar 1, 2021 - Sep 30, 2023
Clients
The X Company
