Aplus Housing Website
Aplus Housing Website
Aplus Housing Website
Branding Package | Rebrand | Website Design
Branding Package | Rebrand | Website Design
Overview
Overview
Overview
Aplus Housing, a short-term corporate housing company serving the Seattle area since 1999, sought to modernize its brand to align with current design trends and appeal to the growing tech industry. To support this effort, I conducted competitive analysis and collaborated with the Head of Marketing to develop a refreshed branding style. I partnered with the Project Manager to redesign the company website, creating wireframes, mockups, and prototypes to clearly communicate design intent.
Throughout the project, I worked cross-functionally with copywriters, developers, and product and marketing teams to ensure cohesive implementation. Additionally, I built comprehensive branding kits and graphic asset libraries with clearly defined guidelines for consistent application across all touch-points.
Aplus Housing, a short-term corporate housing company serving the Seattle area since 1999, sought to modernize its brand to align with current design trends and appeal to the growing tech industry. To support this effort, I conducted competitive analysis and collaborated with the Head of Marketing to develop a refreshed branding style. I partnered with the Project Manager to redesign the company website, creating wireframes, mockups, and prototypes to clearly communicate design intent.
Throughout the project, I worked cross-functionally with copywriters, developers, and product and marketing teams to ensure cohesive implementation. Additionally, I built comprehensive branding kits and graphic asset libraries with clearly defined guidelines for consistent application across all touch-points.
Competitive analysis & research
Competitive analysis & research
Industry research revealed that leading short-term housing companies typically showcase current inventory, availability, and pricing online, with integrated booking capabilities. It was also found that these companies often use warm or cool-toned color palettes to evoke a welcoming atmosphere. Additional research into Seattle’s tech sector provided insights into design preferences and user expectations within that market, helping to inform a brand style that appeals to both housing customers and tech-savvy professionals
Industry research revealed that leading short-term housing companies typically showcase current inventory, availability, and pricing online, with integrated booking capabilities. It was also found that these companies often use warm or cool-toned color palettes to evoke a welcoming atmosphere. Additional research into Seattle’s tech sector provided insights into design preferences and user expectations within that market, helping to inform a brand style that appeals to both housing customers and tech-savvy professionals
Stakeholder interviews
Stakeholder interviews
To better understand internal challenges, I conducted interviews with team members across departments. From long-standing employees to recent hires, focusing on their pain points and daily workflows.
Open-ended questions encouraged detailed responses. Key insights included: the marketing team struggled with clients lacking awareness of Aplus Housing’s offerings; the sales team often received insufficient client information, leading to rejected proposals; and the operations team faced inefficiencies due to unclear client needs before check-in, causing repeat visits and logistical issues.
To better understand internal challenges, I conducted interviews with team members across departments. From long-standing employees to recent hires, focusing on their pain points and daily workflows.
Open-ended questions encouraged detailed responses. Key insights included: the marketing team struggled with clients lacking awareness of Aplus Housing’s offerings; the sales team often received insufficient client information, leading to rejected proposals; and the operations team faced inefficiencies due to unclear client needs before check-in, causing repeat visits and logistical issues.
Personas & User journeys
Personas & User journeys
I led a session with the department heads to understand and identify the company's clients and their pain points. I gave everyone a stack of sticky notes and then asked them to identify every client/user they have worked with. Which was then sorted and organized into correlating categories.
Second round I asked the blanket statement: I want______ so that_____. Where each head was asked to create every possible answer for each individual category. Afterward whatever category had the most sticky notes were the top clients. From this meeting and the stakeholder interviews, I was able to identify the 3 core personas and their current user journey.
I led a session with the department heads to understand and identify the company's clients and their pain points. I gave everyone a stack of sticky notes and then asked them to identify every client/user they have worked with. Which was then sorted and organized into correlating categories.
Second round I asked the blanket statement: I want______ so that_____. Where each head was asked to create every possible answer for each individual category. Afterward whatever category had the most sticky notes were the top clients. From this meeting and the stakeholder interviews, I was able to identify the 3 core personas and their current user journey.
Version 1
Version 1
During the first round of wire framing, it was important to sketch out the first version and map out key pages. From this version, I was able to identify the most important information and start collaborating with a copywriter to help fill out these pages.
During the first round of wire framing, it was important to sketch out the first version and map out key pages. From this version, I was able to identify the most important information and start collaborating with a copywriter to help fill out these pages.
Version 2
Version 2
In this round, I was faced with the challenge of how to differentiate APlus Housing. As their business model did not allow for live bookings and the ability to show current inventory. Theirs is to find the client and then solve their need. So in order to provide the user with the necessary information, I placed a location page that acted as a directory for all the locations the company typically provided.
In this round, I was faced with the challenge of how to differentiate APlus Housing. As their business model did not allow for live bookings and the ability to show current inventory. Theirs is to find the client and then solve their need. So in order to provide the user with the necessary information, I placed a location page that acted as a directory for all the locations the company typically provided.
Feedback:
When running through the user journey using storyboard testing it was identified that the user could not easily ping pong through the web pages. It was also identified that there is no call to action that gets the user through the door.
Feedback:
When running through the user journey using storyboard testing it was identified that the user could not easily ping pong through the web pages. It was also identified that there is no call to action that gets the user through the door.
Version 3
Version 3
During this round, the issue of getting the client through the door and booking with Aplus Housing was addressed. I wanted a way to solve not only the sales team's pain points of not having enough initial information but as well as the user’s pain point of not having the capability to book online so “Create Your Stay” was developed. It is an online form where the user can fill out booking information. This form was based on the sales team's initial round of questions as well as the operations team's pain points.
Where the user would identify their budget and specific needs. Once the form was finished it would be automatically sent out to the sales team. When the booking is finalized with the sales team, the operational team will have all the specific needs ahead of check-in. This form was then used as the website's main Call to Action, and subsequently solved for getting the client through the door. Lastly, I added clear web navigation at each stage of the webpage, the header, middle, and footer so that the user can clearly navigate through the page.
During this round, the issue of getting the client through the door and booking with Aplus Housing was addressed. I wanted a way to solve not only the sales team's pain points of not having enough initial information but as well as the user’s pain point of not having the capability to book online so “Create Your Stay” was developed. It is an online form where the user can fill out booking information. This form was based on the sales team's initial round of questions as well as the operations team's pain points.
Where the user would identify their budget and specific needs. Once the form was finished it would be automatically sent out to the sales team. When the booking is finalized with the sales team, the operational team will have all the specific needs ahead of check-in. This form was then used as the website's main Call to Action, and subsequently solved for getting the client through the door. Lastly, I added clear web navigation at each stage of the webpage, the header, middle, and footer so that the user can clearly navigate through the page.
Feedback:
Adding the CTA and clearing up the navigation helped the user's journey finish and get through the door. Through running the tests, there were still possible pain points of important information lacking that could lead the user to go off-site.
Feedback:
Adding the CTA and clearing up the navigation helped the user's journey finish and get through the door. Through running the tests, there were still possible pain points of important information lacking that could lead the user to go off-site.
Version 4
Version 4
In order to keep the user on site and clicking the CTA, I added additional information to the property pages. When running through the storyboards this wireframe tested well enough to be taken into the high fidelity and production stages.
In order to keep the user on site and clicking the CTA, I added additional information to the property pages. When running through the storyboards this wireframe tested well enough to be taken into the high fidelity and production stages.
Branding package
Branding package
The Aplus Housing rebrand aimed to reflect the company’s commitment to a seamless relocation experience, white-glove service, and a customer-first philosophy; while modernizing its visual identity. The updated branding evokes a sense of elegance, peace, and sophistication, aligned with its upscale service offering.
Color Palette:
Aplus Gold (also known as “Dark Goldenrod”) symbolizes luxury, relaxation, and a high-end experience, reinforcing the brand’s premium, service-oriented ethos.
Aplus Blue (Metallic Blue) conveys peace, healing, and trust, complementing the brand’s mission to ease transitions and promote comfort for clients relocating to the Seattle area.
Logo Design:
The original 1999 logo was refreshed by removing the heavy border and flattening colors to enhance modernity and accessibility, bringing the mark in line with current design trends.
Typography:
Logo Type: Zapfino was chosen for its elegant, flowing lines, subtly nodding to the brand’s refined service through the dramatic strokes of the “p” and “g.”
Body Text: Gill Sans was selected for its clean, modern structure, balancing the decorative logo type with bold readability across digital platforms.
Overall, the branding update preserves the legacy of Aplus Housing while repositioning it to appeal to modern tech-savvy clients and reflect the refined experience the company provides.
The Aplus Housing rebrand aimed to reflect the company’s commitment to a seamless relocation experience, white-glove service, and a customer-first philosophy; while modernizing its visual identity. The updated branding evokes a sense of elegance, peace, and sophistication, aligned with its upscale service offering.
Color Palette:
Aplus Gold (also known as “Dark Goldenrod”) symbolizes luxury, relaxation, and a high-end experience, reinforcing the brand’s premium, service-oriented ethos.
Aplus Blue (Metallic Blue) conveys peace, healing, and trust, complementing the brand’s mission to ease transitions and promote comfort for clients relocating to the Seattle area.
Logo Design:
The original 1999 logo was refreshed by removing the heavy border and flattening colors to enhance modernity and accessibility, bringing the mark in line with current design trends.
Typography:
Logo Type: Zapfino was chosen for its elegant, flowing lines, subtly nodding to the brand’s refined service through the dramatic strokes of the “p” and “g.”
Body Text: Gill Sans was selected for its clean, modern structure, balancing the decorative logo type with bold readability across digital platforms.
Overall, the branding update preserves the legacy of Aplus Housing while repositioning it to appeal to modern tech-savvy clients and reflect the refined experience the company provides.
High-fidelity prototype
High-fidelity prototype
Once the branding had been thought through and the wireframe had gone through final user journey testing. It was determined that the graphic elements of the website would lean heavily on photography.
Once the branding had been thought through and the wireframe had gone through final user journey testing. It was determined that the graphic elements of the website would lean heavily on photography.
Outcome
Outcome
Outcome
The Aplus Housing rebrand and marketing initiative resulted in the successful launch of Version 1 of the new brand identity and supporting materials. This included a fully redesigned, UX- and UI-informed 32-page website, built and implemented on WordPress, reflecting modern visual trends and customer usability standards. During the process, a deeper technical understanding of the WordPress backend was gained to ensure maintainability and scalability of the site.
A comprehensive branded design kit was developed, including updated logos, typography, color palette, and layout standards, enabling cohesive use across departments. Marketing collateral was also created and deployed, including digital assets, email templates, promotional brochures, and merchandise, ensuring consistency across customer touchpoints.
Initial data following the launch showed:
A 30% increase in average session duration on the website, suggesting improved engagement.
A 20% increase in qualified leads via the new contact form within the first month.
Improved brand recognition internally and externally, as evidenced by increased merchandise requests and positive client feedback.
The project laid the foundation for scalable growth and positioned Aplus Housing as a modern, client-centric provider in the corporate housing market.
The Aplus Housing rebrand and marketing initiative resulted in the successful launch of Version 1 of the new brand identity and supporting materials. This included a fully redesigned, UX- and UI-informed 32-page website, built and implemented on WordPress, reflecting modern visual trends and customer usability standards. During the process, a deeper technical understanding of the WordPress backend was gained to ensure maintainability and scalability of the site.
A comprehensive branded design kit was developed, including updated logos, typography, color palette, and layout standards, enabling cohesive use across departments. Marketing collateral was also created and deployed, including digital assets, email templates, promotional brochures, and merchandise, ensuring consistency across customer touchpoints.
Initial data following the launch showed:
A 30% increase in average session duration on the website, suggesting improved engagement.
A 20% increase in qualified leads via the new contact form within the first month.
Improved brand recognition internally and externally, as evidenced by increased merchandise requests and positive client feedback.
The project laid the foundation for scalable growth and positioned Aplus Housing as a modern, client-centric provider in the corporate housing market.
Skills gained
Skills gained
During this project, I significantly increased my ability to articulate and confidently present creative ideas to both internal and external teams. I gained hands-on experience executing design projects from concept to final delivery, while also deepening my understanding of how to communicate user experiences effectively through wireframes, flow diagrams, storyboards, mockups, and high-fidelity prototypes. I developed strong project management skills by overseeing cross-functional team members and coordinating timelines. Additionally, I led stakeholder interviews and persona workshops, further strengthening my strategic design and user-centered research capabilities.
During this project, I significantly increased my ability to articulate and confidently present creative ideas to both internal and external teams. I gained hands-on experience executing design projects from concept to final delivery, while also deepening my understanding of how to communicate user experiences effectively through wireframes, flow diagrams, storyboards, mockups, and high-fidelity prototypes. I developed strong project management skills by overseeing cross-functional team members and coordinating timelines. Additionally, I led stakeholder interviews and persona workshops, further strengthening my strategic design and user-centered research capabilities.