The Challenge
As one of Baltimore's premier waterfront districts, Harbor East is home to big businesses, familiar brands, restaurants, boutique retailers and city residents alike. However, their website primarily targeted local residents and retail customers, overlooking leasing opportunities and failing to reflect the entirety of Harbor East Management Group's business and vibrant community.
Coven's primary challenge was to modernize the website, transforming it into a destination that appealed to a broader audience, including potential tenants and out-of-town visitors. Harbor East needed a site that encourages exploration and discovery, even among returning visitors. Time for a redesign.
Our Solution
To transform HarborEast.com into an engaging website, we began with a revamped site architecture designed to drive user exploration while providing clear entry points to valuable content. We organized content into three primary pillars: The Neighborhood, Explore Offices, and Explore Residences, each featuring emotion-driven storytelling pages to immerse users in the Harbor East community. Two secondary content pillars were also introduced, one to house Harbor East Management Group's company story and another to provide customer service and way-finding assistance.
Venture East
With a solid architecture and content strategy in place, we focused on refining the site's visual language. Treating Harbor East as a destination within Baltimore, we drew inspiration from travel and tourism marketing, urging users to follow their inner compass and "venture east" for a refreshing break from routine. Evolving the brand aesthetic, we infused the website with colors reminiscent of the waterfront sky at dusk, complemented by subtle hues and elegant lines. Prominent arcs were introduced to guide the user's eye and bring the entire experience together.
Empowered Site Managers
Recognizing the importance of keeping the site fresh and current, we implemented significant backend improvements. Coven's team worked closely with Harbor East's content managers to grasp the full scope of their requirements and tailored an all new WordPress solution that was not only flexible and scalable but also incredibly user-friendly.
Chatting Outcomes with Harbor East
Does the site garner positive feedback?
Did the site revamp effectively enhance Harbor East's brand?
Primary Services
Site Architecture
Content Strategy
Brand Refresh
UI Design
Copywriting
Brand Photoshoots
Asset Production
