WEB DESIGNNORTH AMERICAN FORECLOSURE AND DISTRESSED OPPORTUNITY FUND
NAFDOF is a property investment firm based out of London, England. Their team is dedicated to uncovering and investing in properties throughout North America that yield the best results - through renovations and reselling - for their investors and partners. They approached me to rethink how their brand relates in the digital space.
The previous version of the site was over populated with content and information, all within single pages and no separating styles, which lead to a nauseating experience. I quickly identified that the site required a new structure, user flow, and condensed content. Once I began to eliminate the rhetoric, the foundation of the site began to take shape.
After determining the best UX solutions, I began to tackle the web UI. I wanted to design something that was sleek, elegant, luxurious, and most importantly - simple. I chose to use a dark palette with a minimal interface, and subtle animations scattered throughout the site to allow the user to interact with the content provided, rather than be forced to read a novel. Custom interactive charts and graphs were designed to allow the user to engage with the statistical information.
I set out to create a design that entices the user to interact with the content and overall website. Although forced to use stock photography, it is an upgrade from what was previously used and now compliments the firm's investment themes. Using visually engaging elements, my concept of an interactive digital experience was built.