The site emphasizes simplicity as a fundamental value proposition for customers, curating the proper amount of information and choice for a first interaction - while allowing home buyers to begin dreaming. It also needed to connect the product experience to a sense of purpose and the bigger ideas of the company mission - enabling it to function as both a sales and business development tool.
A fluid single page layout, with a coordinated and equally proportioned heads/tails interplay, allows the home page to describe the company, and the design tool to focus exclusively on the product.
Interactivity is emphasized within a playfully simple framework. Tactically, a tile-based minimalist flat design is mixed with robust and engaging fine-grained imagery.