Project Insider: Serenity Towers :: Covenant Communications

Project Insider: Serenity Towers

Brothers Christopher and Michael King are the driving force behind Elevation Financial Group, a consortium of companies specializing in real estate investment and property management. It’s been our privilege to help this growing company create an online brand strategy and design a total of four websites. We’d love to share how we created a unique design for the property Serenity Towers while integrating it as part of the overall family brand.

Design

Serenity Towers turned to Covenant Communications to create a custom website design to market its 55+ residential community overlooking the Gulf of Mexico. We wanted to incorporate the warm, inviting flavors of the beach and the Florida lifestyle to the site while also ensuring that relevant information was easy to find. The Serenity brand has great colors and a great style, and we wanted to incorporate various aspects of the brand identity into the site design. Additionally we wanted to incorporate a typeface that meshed with the overal look and feel, and chose the Neutra type family which is both contemporary and formal.

Our initial two comps were very different, one which was very open and featured lots of beach elements, and another which featured more “island” elements. The client appreciated both styles but chose the first concept because it displayed more of the Serenity brand elements and brand ideas. We went through a couple of rounds of revisions, and worked to simplify content and elements as much as possible to ensure optimal usability and visual design.

User Experience

The Serenity Towers website serves as both a marketing tool and information resource for its residents. We paid special attention to the user-experience for this older audience, providing plenty of visual space so that information was easy to read and easy to access. We wanted to ensure that the client’s target market was able to experience life at Serenity Towers while also having enough information to make an informed decision.

Marketing for Results

At Covenant, we design websites from a marketing perspective. So through visual design and through optimizing user experience, Covenant’s goal was to help Serenity Towers bring affordable living to more seniors while increasing occupancy and profitability for Elevation Financial Group. Care was given to incorporate strategic keywords and tags for search engine optimization. And, the installation and monitoring of Google Analytics equips the King brothers to get daily views of their return on investment.