Shooting in the dark- Web Design for Real Estate DC

As designers we are often faced with not enough of three elements, time, money, and or info.  Time can sometime be overcome with Redbull and coffee.  Money can be over come by just giving it away for free.  Info and or client direction can only be overcome by shooting things into the dark, or as my fellow designers say “throwing sh@#$t at the walls and seeing what sticks.”    Mark Center was an umbrella company who owns and operates multiple apartments outside DC and wanted to start branding the properties as one.  The old site was short throw from horrible and for some reason they liked the utilitarian quality of it.   All of us in the design shop thought  it was horrible and yet we weren’t given a lot of freedom to divorce from it.

Here is the old Mark Center Advantage Design:

So here is the SH#$@T we threw at the walls.