Open Door

A new website for a new digital brand

1.

Background

Open Door, in partnership with Halton Housing Trust, manage the building and developing of homes and commercial properties on the open market, for sale and to rent throughout the UK.

They offer a range of housing solutions – from shared ownership to outright sale – seeking to find a home that truly suits their customers’ needs.

Acting as the commercial subsidiary arm to our existing client, Halton Housing, Open Door were looking to completely re-brand in order to position themselves solidly and competitively alongside the likes of Rightmove and Zoopla.

As part of their ambitious expansion plans to become a more customer friendly brand, Open Door wanted to produce a market-leading, easy-to-use, customer-first site that would not only look great, but offer thoughtful solutions to common complexities that can arise during the property search process.

2.

Branding

As Open Door was a new brand for the commercial arm of the business, our insights and design departments here at Clicky worked closely with the Open Door team to establish a new brand name, digital identity, associated guidelines and creative assets.

We held several strategic planning sessions, establishing a number of potential brand names, along with logo concepts which were presented to the client.

After much deliberation, the client chose to take the concept of “Open Door” forward and the design team developed and refined this idea further, exploring how it would work in different colours and across the different sub brands of the business.

Once the logo had been finalised, we started work on producing a comprehensive brand guidelines document, which includes information relating to brand traits, ethos, voice and tone, established brand pillars and promises, logo usage, colour palettes, typography, imagery and photography styles. We then applied this branding to a new website that we designed and developed for them.

Website personalisation and CRO images.
3.

Design

Open Door’s brand new website was designed from scratch by our in-house design team utilising the newly established brand identity and guidelines.

We combined our own thorough research with the client’s deep understanding of the housing market to develop a fluid system that keeps the customer at the forefront of the online journey at all touch points. Our knowledge of UX design has resulted in a user-friendly website that enables individuals to interact and accomplish their goals on-site with ease.

We introduced a colour coding system on the website to help users determine where they are within the sitemap – rentals are pink, buying is green, and so on. This colour scheme is replicated across calls to action, titles and other key elements within these areas. The main site colour is teal, and this is used for all other internal navigation elements. Calls to action are consistent in size and style so that the user can easily understand how the website works.

Visual links in the main nav make navigating the site intuitive – even for novice users – which is essential for Open Door. The use of iconography and photography is visual, appealing and impactful, elevating and enhancing the online experience.

4.

Development

The new Open Door website was built in WordPress to be fully customisable (so that it could support their increasing portfolio of properties), and responsive (so that it was usable from any device).

The website effectively showcases Open Door’s range of properties, providing further information about themselves and the housing options they have available.

The site enables the easy searching and browsing of properties via a custom search functionality, which supports the filtering and sorting of properties based on a range of criteria. An integration with the Google Maps API also enables users to browse properties based on their location, plotted onto a map within the search.

Users are also able to be informed of their eligibility for various housing options via a custom intuitive eligibility calculator. This device suggests which housing options a user could be eligible for based on their criteria and provides further useful information about each option.

The advanced search filters, as well as handy features, ultimately help online users as much as possible throughout their journey towards getting on, or moving up, the property ladder.

5.

Results

We’re really proud of the resulting site!

The launch of the website is very much the beginning for the new digital brand, who have a number of further developments in the pipeline to strengthen their portfolio. We’ve no doubt that this, combined with the impending online launch strategy, will propel the business forward in the future.

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