Lake homes, shown quietly.
INSIDEA designed this homepage for a lake home brokerage on a northern lake chain. Shorvale Lake Properties is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Local professionals
- Typeface
- Gideon Roman
A boutique brokerage that sells lake homes on a chain of four northern lakes, with a homepage that filters every listing by shoreline and books private showings: deep lake blue, mist white, pale water blue and soft gold, a classical Gideon Roman serif and a full-screen photo of a dock on a still lake at dawn.
The brief
Second-home buyers care about frontage, water depth, dock rights and winter road access, and most listing sites bury those facts. The page must show every home on the chain clearly and book a private showing.
The direction
Quiet and dark, with a classical serif and a little gold. The first screen is a full-screen photo of a weathered dock running into a misty lake at dawn, with a centered logo above and a short white headline and one pale button near the bottom center.
The detail
The four lakes' 3,140, 1,260, 780 and 410 acres add to the chain's 5,590, and their 4, 4, 2 and 2 homes make the 12 for sale, 4 of them on seasonal roads. On financing the page stays out of it: it introduces local lenders and does not quote rates.
- Display
- Gideon Roman
- Text
- Mulish
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