All work
03/Real Estate · Web/2025
AdigitalhomeforDubai'sfinestresidences.
A property portfolio that reads like a magazine, sells like a showroom.
Client
Roots Properties
Role
End-to-end · Design + Build
Year
2025
Sector
Real Estate · Web
01The brief
Dubai's prime market is saturated with template-looking real estate sites. Roots needed a destination that felt as considered as the residences themselves — and ranked for the buyer-intent terms that actually convert.
02The approach
Editorial-first layout: hero residences treated like cover stories, supporting listings indexed for SEO. I led brand application, IA, copy direction, and shipped the full frontend in React with built-in CRO instrumentation.
03The work
1 screen
04Outcome
What shipped, what changed.
- 01Custom CMS-ready structure for the in-house team to publish listings
- 02Performance budget: < 1.2s LCP on mobile
- 03Brand applied across web, social and printed brochures
Deliverables
- Brand system
- Web UI/UX
- Frontend build
- SEO architecture
Stack
- React
- TanStack Start
- Tailwind
- Figma