Redesigning for Palm Hills meant carrying the feel of luxury and elegance through design, while telling the story of one of their most highlighted futuristic projects, Badya.
The Brief
This is a concept redesign of the current Palm Hills Developments website. It started as a homepage redesign for a hiring task and grew into a homepage and a single project page, for Badya.
Palm Hills has built integrated residential, commercial and resort projects since 1997, with 48 projects across West Cairo, East Cairo, Alexandria and the North Coast. The redesign had to communicate three things better:
- Scale and credibility.
- Lifestyle and community.
- Project transparency, through construction progress.
Minimal, Flat and Sharp
In the case study I show how I carried the luxurious feeling of Palm Hills through UX/UI design: choosing the right colors, typography and images. I made the concept minimal, flat and sharp to meet the brand identity, which reinforces the luxury: a 2 to 4 px corner radius, in amaranth, black and white.
A Project Page Told as a Story
Their project videos carry the futuristic feeling of each project and the warm feeling of its community, so the single project page needed a storytelling structure. I applied it to Badya:
- Establish the scale of the project, in the hero section.
- Humanize the project with lifestyle imagery.
- Build credibility quietly, not loudly, in the Three C’s section.
- Reinforce trust with a construction timeline.
- Close on emotion: a human moment in Badya.
The main challenge was to unify the feel and the visual direction across the website while keeping trust through the storytelling.
