I led the creative direction, UX strategy, and full-site design for Avenue5 Residential’s corporate website, reimagining the digital experience to reflect the company’s bold, people-first brand.

Built around the brand promise of “Bringing more to life. More heart. More hustle.” the site delivers a modern, intuitive experience for three core audiences: residents, clients, and future associates. I developed the UX architecture, designed custom widgets and modular components, and created a scalable design system that balances strong brand expression with usability and performance.

In addition to directing the visual identity, I wrote the primary brand and culture copy across key sections—including About, Our Story, FiverLife, Careers, and Apartment Search—ensuring a cohesive narrative and consistent voice throughout.

I partnered closely with our development supplier to bring the experience to life, overseeing implementation and creative QA to ensure the final product maintained both design integrity and technical performance.