Role: End-to-End Product Designer (Brand Strategy, Identity Design, UI/UX Design, Framer Development).

Client: Liberty Square - A multi-use commercial building located in the heart of a major city area, offering flexible spaces for offices and businesses.

Timeline: [1 Week]

Tools: Figma, Adobe Illustrator, Framer.

The project began with one of the toughest challenges a designer can face: total ambiguity.

The client approached me with a simple, yet daunting request: "I want to build a website for my company." The only inputs provided were an outdated Yelp link and a brief explanation that they own a building in downtown US and rent out space to various businesses.

There was no name finalized, no logo, no color preferences, and no brand strategy. The client knew what they did (rent space), but not who they were as a brand.

The Core Problem: How do you design a premium digital experience for a company that doesn't yet have an identity?

I realized immediately that I couldn't just "start designing a website." I needed to step back and act as a strategic consultant to uncover the essence of the business.

Through targeted questioning, I dug into their business model. They weren't just selling square footage, they were selling prestige, location, and the flexibility for tenants to grow.

To attract high-quality tenants in a competitive US market, the brand needed to feel expensive, established, and trustworthy, yet modern enough to appeal to contemporary businesses. It had to be elegant, not stuffy.

Once the strategy was defined, I executed the design across multiple touchpoints, ensuring consistency from the logo to the final website.

The website needed to serve as a 24/7 sales agent. The goal was to convert visitors into prospective tenant leads.

Elegant Minimalism: Utilizing significant white space to let the content breathe, conveying luxury.

Imagery First: Since they are selling physical space, the design relies heavily on high-quality (placeholder) architectural photography to set the mood.

Clear User Journey: The navigation is streamlined, guiding users quickly to view spaces, understand amenities, and most importantly, contact the leasing team.

What started as a vague two-sentence brief was transformed into a comprehensive, scalable brand identity and a high-performing digital platform.

This project reinforced my belief that the most valuable work a designer does often happens before opening design tools. By taking ownership of the strategy, I was able to guide the client from uncertainty to a launched product that positions Liberty Square as a premium player in their market.

The final design is currently being developed into a live, responsive site using Framer to ensure pixel-perfect execution of the design vision.

I specialize in helping clients navigate ambiguity, defining their brand strategy, and executing end-to-end digital products from logo to launch. Let's talk about how we can build your vision.