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Project Overview
Machluf Gideon is a premium residential developer based in Hod HaSharon, specializing in boutique high‑end apartment projects. While they’d built a strong local reputation, they lacked a sophisticated digital presence to reflect their quality and exclusivity.
Working with Ha’mitbachon Studio, I led the rebrand and design of their new website, translating their high-touch real‑estate experience into a polished online identity. The site supports lead generation, showcases flagship projects, and highlights brand values of craftsmanship, exclusivity, and attention to detail.
My role:
UX/UI design, brand identity development.
UX/UI design, brand identity development.
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The Challenge
Machluf Gideon’s physical presence, including luxurious apartments and modern residential buildings needed to be reflected online. The key challenges were:
Machluf Gideon’s physical presence, including luxurious apartments and modern residential buildings needed to be reflected online. The key challenges were:
- Conveying premium quality and exclusivity through digital design, while remaining approachable
- Creating an immersive project showcase: architecture, interiors, floor plans, and neighborhood context
- Generating qualified leads with minimal traffic, for high-touch properties
- Aligning brand voice and visual identity across multiple touchpoints: homepage, project pages, contact pathways, and studio pages
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Strategy & Structure
Brand Identity Strategy:
- Tone & Messaging: Elegant, refined, sincere - emphasizing craftsmanship and exclusivity.
- Visual Language: A minimalist, neutral color palette with gold-toned accents; condensed "artistic" typography paired with clean sans‑serif body text.
- Photography & Layout: Architectural photography treated with immersive hero banners, parallax framing, and spatial storytelling.
Website Structure:
Website Structure:
- Homepage: Developer philosophy, flagship projects, testimonials, and a clear contact call-to-action
- Project Pages: Individual developments featured with immersive visuals, floor plans, maps, and lead forms
- About / Brand Story Page: Company values, design approach, and client trust narrative
- Lead Capture: “Register interest” flows with contextual CTAs, placed intentionally throughout the site
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Results & Reach
Product & Website Impact:
- Created a digitally elevated brand presence that matched the caliber of Machluf Gideon’s physical developments
- Improved lead capture quality, even with modest traffic volumes, through focused contact architecture
- Allowed future projects to be launched smoothly, with consistent brand framing and project storytelling
Marketing & Branding Impact:
- Strengthened MG’s market positioning as a design-forward, boutique real estate brand
- The visual language translated into print materials, billboards, and social content
- Gave the sales team a polished digital asset to complement physical project brochures
Personal Note
At the time, I was working closely with several residential developers, and I found real estate branding uniquely rewarding. Unlike tech products or campaign work, real estate is about designing the idea of “home” - even before anything is built. It’s about crafting emotional trust, aspiration, and belonging through visuals, tone, and digital experience.
This project reflects the power of branding and digital experience to elevate perception and drive real business outcomes in the real estate space. It’s also an example of how good design can evoke a sense of place and promise long before the buyer walks through the front door.
This project reflects the power of branding and digital experience to elevate perception and drive real business outcomes in the real estate space. It’s also an example of how good design can evoke a sense of place and promise long before the buyer walks through the front door.
