Frame
Project Overview
Frame is a collection of boutique residences in Los Angeles, offering modern living spaces across four distinct properties. As their long-term design partner, I was tasked with elevating their brand identity, redesigning their website, and creating a cohesive digital and physical presence that would appeal to potential tenants and serve current residents.
Role
Creative Direction
Brand Positioning
Naming and Identity
Web Design
Social Media Strategy
Social Media Content
Graphic Design
Marketing Strategy
Signage & Wayfinding
Design Challenges
Create a unified brand identity that reflects Frame's modern, minimal aesthetic
Redesign the website to showcase multiple properties while maintaining a cohesive user experience
Develop an intuitive system for potential tenants to explore availabilities and join waiting lists
Implement a user portal for current tenants to manage their residency
Extend the brand experience from digital to physical touchpoints
Improve online visibility and attract targeted traffic to the website
Process
Brand Identity Development
Created a modern, minimal, and classic brand identity that symbolizes the "blank canvas" concept of Frame's residences
Designed a versatile logo and visual system that works across digital and physical applications
Developed a comprehensive brand styleguide guide to ensure consistency across all touchpoints
Website Redesign
Implemented a user-centered design approach focusing on both potential and current tenants
Created a responsive, mobile-first design to cater to users across all devices
Developed an intuitive navigation system to showcase all four property locations
Designed and implemented key features:
Property-specific waiting list sign-up forms
Real-time availability search functionality
Interactive floor plans with custom graphics for each unit type
Integration of 3D Matterport tours and YouTube walkthroughs
User portal for rent payment, maintenance requests, and account management
Each property has a break down of unit types, including custom graphic floorpans, and a 3D tour using Matterport.
Content Creation and Integration
Collaborated with a local videographer to capture high-quality footage of the properties
Created a welcoming, branded homepage video to showcase the Frame lifestyle
Designed custom graphic floor plans for each unit type to aid in visualization
Integrated 3D Matterport tours for an immersive virtual experience
Brand Applications
Designed physical touchpoints including:
Building banners and signage
Printed brochures and marketing materials
Custom swag and staff uniforms
A welcoming Palm mural at the property entrance
Developed a social media content strategy and calendar to promote open houses and events
User Experience Enhancements
Implemented a granular waiting list system allowing users to specify interest in specific properties
Created detailed property breakdowns, including unit types, floor plans, and 3D tours
Designed an intuitive user portal for current tenants to manage all aspects of their residency
Technical Implementation
Integrated real-time availability data with the website's search functionality
Implemented secure user authentication for the tenant portal
Ensured seamless integration of third-party services (Matterport, YouTube) for virtual tours
Optimized the website for search engines and fast loading speeds
Digital Marketing and SEO Strategy
Set up and optimized Google Business profiles for each Frame property location
Conducted comprehensive SEO research and implementation:
Optimized on-page elements including meta titles, descriptions, and header tags
Created SEO-friendly content highlighting unique selling points of each property
Implemented local SEO tactics to improve visibility in Los Angeles area searches
Designed and managed targeted advertising campaigns:
Created and monitored Meta (Facebook and Instagram) ad campaigns
Developed and optimized Google Ads campaigns focusing on relevant keywords and locations
Regularly analyzed campaign performance and adjusted strategies for maximum ROI
Outcome
The redesigned Frame website, brand identity, and digital marketing efforts successfully:
Unified the digital presence of all four Frame properties under a cohesive brand
Improved the user experience for both potential and current tenants
Increased engagement with virtual tours and floor plans, leading to more qualified leads
Streamlined the waiting list process, resulting in a 30% increase in sign-ups
Enhanced current tenant satisfaction through the user-friendly portal
Significantly improved online visibility:
Achieved top 3 rankings for key local search terms related to luxury apartments in Los Angeles
Increased organic traffic by 45% within six months of implementing SEO strategies
Generated a steady stream of high-quality leads through targeted advertising:
Achieved a 20% lower cost-per-lead compared to industry benchmarks
Maintained an average click-through rate of 3.5% on Google Ads campaigns
The client reported a significant increase in website traffic, longer average session durations, and a 25% rise in direct inquiries within the first quarter after launch. The newest property, Frame Downtown Culver City, also reached full occupancy within the first few months of opening. The unified brand identity across digital and physical touchpoints, combined with the targeted digital marketing efforts, has strengthened Frame's position as a premium boutique residence provider in Los Angeles.
