Developed a streamlined system to create consistent marketing and communications materials at a real-estate investment firm
Beacon Capital owns and manages high-quality office properties across core urban markets in the U.S. While Beacon Capital was aligned across organizational levels and regions; marketing and communication materials were executed with a high degree of variability in process and style. Further, these materials often require a quick turnaround for corporate meetings, investor tours, leasing, etc. and the process was slowed down through sourcing the information and media assets required.
User Experience/Interaction Design Lead
During Discovery, I completed extensive user research with different client groups to understand the full range of communication materials developed across the regions and the pain points of each part of the process. Our team conceptualized a Content Management System (CMS) that could allow users, from asset managers, photographers, and external marketing partners, to upload and source content to create marketing materials. We then redesigned each of the Beacon's marketing materials, including static reports, investor tools, property websites, and the Beacon corporate website, to pull from the CMS and promote a unified brand.
As the UX Design Lead for the corporate website redesign, I created UX principles, including a persistent navigation, interaction animation feedback, and a strong photographic page layout, that would drive the development of the other marketing materials. I designed the content for the corporate website to be easily updatable and support other marketing materials. For the Properties section, I created content modules that were distributed across the corporate website, property website, and investor tools, as shown in the documentation below.