The challenge was to design a digital experience for this long-awaited one-stop residential destination. Midtown Tampa connects residents with a new way to live, stay and play. Pulsing with fresh energy, here, style and sophistication are what define where they are headed next. Because NOVEL Midtown Tampa isn’t just a new destination. It’s their ultimate arrival.
Unique branding was created from the ground up for this novel property. This is a mood board with concept creative.
For the visual design all of the branding elements were carefully continued and crafted into a unique digital experience.
All NOVEL sites have a consistent content outline with individual exceptions made for specific user and/or property goals.
A concept brochure with die-cut gold color accents inspired the continuation of the concept of a window into "The Ultimate Arrival". I crafted a unique digital interaction in the hero with a live code prototype.
An iconic pattern was carried into a page loading animation concepted in a live code prototype.
The code prototype was taken a bit further to illustrate parallax and other scroll animation.