Alyssa Nam
The Parks
Website Design & Visual Systems
Rooted in Community, Growing in Luxury
Overview
The Parks is a luxury residential development located in downtown Edmonton by Maclab Development Group. Aimed at young professionals, students, and out-of-province movers, it offers a modern, elevated approach to downtown living through premium amenities and a thoughtfully designed community atmosphere.
My Role
My role was to design a digital experience that not only mirrored the elegance of the development, but also functioned as a key marketing tool. converting interest into leads. From brand immersion to launch, I led the UI design and developed a visual system that could scale across touchpoints.
Challenge
How do we express luxury and warmth digitally, while supporting a multi-audience marketing strategy?
The Parks blends comfort, thoughtful design, and upscale amenities. The website needed to capture that balance through:
-
An inviting but high-end visual tone
-
Seamless user flows for students, professionals, and out-of-province renters
-
Flexible modules to highlight amenities, suite types, and location perks
-
A foundation for marketing integration, including lead generation and landing pages
Storytelling Through Design
Storytelling played a key role in shaping the user experience. From suite names inspired by famous parks around the world to carefully chosen lifestyle imagery, every detail was crafted to bring The Parks’ personality to life. The tone of voice, layout, and typography work together to draw users into a sense of elevated downtown living.
The Solution
A clean, thoughtful website designed to be as functional as it is visually appealing. Our approach centered on clarity, flexibility, and connecting with the right people.
Modular Layout System
Flexible grid system was built, making it easy to adapt across different pages and campaigns.
Tailored User Journeys
Each audience group had a clear path through the site:
-
Students: Quick access to amenities, university proximity, and social features
-
Professionals: Streamlined layout with a focus on work-friendly spaces and urban convenience
-
Out-of-Province Movers: A custom Landing Page designed for SEO, retargeting, and making that first impression count
Interactive Floorplans
A standout feature is the dynamic Floorplans page. Visitors can filter by price, size, or availability, and even compare two layouts side by side. Each suite is named after a well-known park from around the world, adding a thoughtful, personal detail to the experience. It’s a user-friendly tool that helps people quickly find a space that fits both their lifestyle and budget.
Design System Highlights
To support both consistency and scale, I developed a design system:
-
Typography: Bold, modern sans-serif headers paired with a handwritten script sub-heading bring personality and warmth.
-
Colour Palette: Warm neutrals, deep greens, and charcoal accents inspired by natural tones.
-
Buttons & Forms: Clean, spacious, and mobile-optimized
-
Patterns and Watermarks: The diagonal pattern adds a light, textured detail. Used with soft opacity, it keeps the design clean while adding a subtle, branded touch.
Outcome
The website launch served as the cornerstone of The Parks’ digital marketing funnel. It helped generate early registrations and brought cohesion to campaign materials across social, print, and Google Ads.