Modernising a heritage brand without losing its identity
A redesign focused less on building something new and more on understanding what to keep. The challenge was to strip back an overloaded, visually dated website and create a more engaging digital experience without losing the familiarity and trust already associated with the brand.
Project Details
Client: Cullerton's
Industry: Real Estate
Role: Digital Designer
Deliverables: Website Redesign, UI Design, Art Direction
Tools: Figma, Photoshop
Year: 2025
Industry: Real Estate
Role: Digital Designer
Deliverables: Website Redesign, UI Design, Art Direction
Tools: Figma, Photoshop
Year: 2025
The Brief
Cullerton’s required a website that better reflected the quality and professionalism of the business. The existing site was text-heavy, visually dated, and difficult to navigate, limiting the impact of the brand online.
The objective was not to reinvent the brand, but to evolve it.
The redesign focused on simplifying content, strengthening visual hierarchy, and introducing a cleaner, more contemporary interface while maintaining brand recognition and trust.
BEFORE / AFTER
A comparison of the original website and the redesigned experience, focusing on clarity, hierarchy, and visual impact.
design decisions
Refined Visual Hierarchy
Typography and spacing were refined to guide attention and improve readability.
Reduced Content Density
Content was simplified and reorganised to improve clarity and scanability.
Modernised Interface
The interface was simplified and updated to feel lighter, more contemporary, and more consistent.
outcome
The redesign delivers a more contemporary digital and user-friendly experience while preserving the familiarity and trust associated with the established brand. Through refined layout structure and improved hierarchy, the site achieves the impact of a significant brand refresh without the disruption of a full rebrand.
Early post-launch performance suggests that the streamlined, visual-led approach is resonating with users. Within the first quarter, the website achieved an average session duration of nearly three minutes and a 60% engagement rate, indicating increased engagement and time spent interacting with content.