Broadstone did not have much branding for this property, But they did have colors, logos, typefaces, and vague concepts. So it was time to work with with.
The Broadstone clients had an idea for what they wanted their website to look like. They based their idea on a Santa Monica Proper hotel they wanted to replicate for the McDowell website.
Concept: Chic, Airy, Modern, Minimal, Desert, "Light but not Bright", Mute, Homey
Texture: Leather, Dirt, Concrete, Stone
When deciding on style direction, I like to make several style tiles to present to the internal team.
After a few were chosen by the web team, I was ready to execute my ideas and create homepage options for the client to choose from.
I like to then mix and arrange the element and ideas I had for the style tiles. That way I can culminate all the preferred elements from each style tile into one rockstar homepage design.
After the GTMA Web team and I decided on a style direction we wanted, I developed some homepage options to share with the client. The goal was for them to pick a direction and continue the design from the homepage option chosen.
(The three shown are the designs presented to the client)