PROPERTY BY ALEXANDER
- Business
- Property by Alexander
- Category
- Independent Website Redesign Concept
- Industry
- Real Estate
- Type
- Independent Redesign Concept
Property by Alexander is a boutique independent estate agency covering London, Hertfordshire and Essex. Its navy-and-gold identity was already distinctive — the concept explores how far that identity can go with a more editorial, full-bleed presentation.
An independent, unsolicited redesign concept created by DALEN STUDIO. Not commissioned by, affiliated with or endorsed by the featured business.
01
The Existing Brand
Property by Alexander is a boutique independent estate agency covering London, Hertfordshire and Essex. Its navy-and-gold identity was already distinctive — the concept explores how far that identity can go with a more editorial, full-bleed presentation.
02
The Opportunity
The original homepage’s inset carousel offers an opportunity to give property photography more space. The concept explores a clearer information hierarchy and navigation around browsing homes, selling and requesting a valuation, without presenting demo listings as real properties.
Desktop / Mobile · Live concept — open the real site to explore ↗
03 — The established identity
What We Preserved
- 01
Wordmark & colours
The gold “Property by Alexander” wordmark and the deep navy and gold palette are kept intact.
- 02
Photography
The same light-filled kitchen interior opens the experience, exactly as on the original homepage.
- 03
Brand voice
The agency's own line — “Exceptional homes, beautifully presented” — remains the headline.
04 — Design decisions
What We Reimagined
- 01
Composition
The inset carousel becomes a full-bleed hero with a left-aligned headline and a discreet slide counter.
- 02
Typography
A high-contrast serif with an italic gold accent, paired with tracked uppercase navigation.
- 03
Hierarchy
A short positioning line and two clear actions — Explore Properties and Request a Valuation — lead the page.
- 04
Navigation
Menu items are regrouped under Properties, Selling, Valuation, About, Areas, Journal and Contact.
The experience
Key features
- Brand-preserving redesign
- Property website UX
- Visual hierarchy
- Editorial property presentation
- Responsive design
Concept, not a client commission
Prototype notes
- Property search has no real listings.
- Enquiry forms are not connected to live delivery.
- Some regional imagery needs replacement or verification.
05 — The transformation
Before & After
Recognisably Alexander — same colours, same photography, same words — re-set with the confidence of a property gallery.
An independent, unsolicited redesign concept created by DALEN STUDIO. Not commissioned by, affiliated with or endorsed by the featured business.
06
Explore the Redesign
An independent, unsolicited redesign concept created by DALEN STUDIO. Not commissioned by, affiliated with or endorsed by the featured business.
Next project
CASA 404