Benchmark Land Development
Responsive Web Design
Art Direction
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
2022
Sharing a lush community vision to entice new residents
The Assignment
Adelton is a 346-acre real estate development in Bastrop, Texas, not far from the Colorado River. The development's vision is a walkable community that preserves the area's natural landscape and offers housing varieties to residents at all stages of life. Benchmark Land Development hired lookthinkmake to create a full brand and website for this property. As the agency's Senior Digital Designer, I worked directly with the client, our agency designers and a development partner to guide this project from start to finish.
The Result
Our agency's design team created a lush brand system for Adelton to represent the client's vision of green space, pocket parks, community-oriented features and carefully crafted amenities. The goal was to position Adelton as a place that feels like a retreat while remaining conveniently situated to the wider community.
To create a digital space that carried this spirit, I collaborated with the designers to expand upon their illustration system in a way that added "small town" touches to the website. We moodboarded photography styles and subjects to create a cohesive visual storytelling throughout the site. We stayed true to the vision that Adelton is an opportunity to live well among family, friends and the wild natural beauty that Texas has to offer.
The Process
Brand
The Adelton brand system interprets nature through shapes and colors that feel vibrant, fresh and unexpected. The hexagon and lettermark "a" are central to the brand identity, while secondary colors and pattern add pops of interest.
Module Library
I prioritized communication about backend module systems during this project. With each round of design, I showed clients how changes impact underlying structures. Eventually, they felt confident enough to ask specific functionality questions about different modules, and brought their own ideas and judgment calls. Being on the exact same page saved us from wasting design time, as well as development time further down the road.
Art Direction
We used stock photos for this website, as Adelton was still under construction. First, we presented photo moodboards to the client, but I knew there were many more tasks to come. To avoid miscommunication, I created a shared spreadsheet system for our team to use. It included page preview links, stock photo links and prices, space for account manager notes about approval, and space for designers to share sizing specs and folders where optimized photos were saved. The system was a success, and we used the file as a project template going forward.
We stayed true to the vision that Adelton is an opportunity to live well among family, friends and the wild natural beauty that Texas has to offer.
Graphics & Illustration
Stephanie Darby
Copywriting
Lauren Nail
Project Management
Zoe Parker
Web Development
Sundaram
